Marketing is common sense

I’ve worked in the marketing industry, in one form or another, since the mid-1990s (save for a couple-year break when I did technical writing, but we’ll ignore that for now). I’ve seen a lot in those many (many) years, but one thing has really stuck through all of that: what marketing does.
That’s not a question, it’s a realization. Truth is, most people don’t know what marketing is, or what it’s supposed to do. Most people think marketing is advertising: making TV commercials, radio blurbs, internet banners, print flyers, and so forth. To a degree, marketing is absolutely¬†involved in that process, but the act of doing advertising is tactical, whereas marketing is strategic. And the end of the day, marketing does something that most people don’t realize:
Marketing is about creating common sense.
Continue reading “Marketing is common sense”