According to the AMA, "marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
Well, knock me over with a feather, but that just doesn’t sound too exciting to me 🙂
It’s not that the definition is wrong. It is as good a place to start as any. But it is missing two things that we need to be good marketers.
- Sales. The goal of marketing is to sell something — whether it be a product or an idea, and while this is perhaps implied with "delivering value" and the focus on customers, I’d like to see it more explicit.
- Action. In marketing, we want to get someone to do something. The AMA definition is passionless and passive — I want to see marketers excited and active — doing, making things happen, getting results.
So here’s what I’d like to add to the dialogue:
"Marketing is the art, and science, of persuading a prospect to take the desired action. Most often, to buy a product, but also: renew a subscription, sign the petition, make the contribution, etc."
Implicit in this definition is the creation of the "product" that will persuade — both the tangible and intangible.
Here are a couple of other blogs that also cover this topic: Marketing Playbook and Brand Mantra.
What do you think we need to add to this definition to make it work for you?