Why Marketing is More than Personal Taste

Everyone is an expert in marketing, or so they think.

Your boss is an expert, your colleague is an expert, even your brother is an expert. Marketing is a field plagued with personal preferences, tastes and opinions.

And yet most professional marketers will tell you that marketing is so much more than the latest commercial airing during the American Idol auditions or the glare of a digital billboard.

Effective marketing involves extensive research, experience in the field, thoughtful planning and solid execution. The culmination of these efforts is a cohesive marketing strategy that advances a corporation’s overall business goals.

It all begins with understanding the market dynamics, target audience, stakeholders, competition and industry. It involves rigorous research into why your customers make certain decisions and an honest assessment of your company’s strengths and weaknesses. Then, and only then, can you determine how your company fits into the marketplace and start to highlight your competitive advantage.

Take, for instance, the ongoing popularity of the Kia Soul hamsters. The furry critters are memorable, the tunes are catchy, and the campaign is oh-so-polarizing. With a goal to “share some soul,” the hamsters rap and dance their way into the hearts of potential buyers. The commercials have sparked many interesting conversations around my dinner table, at gatherings with friends, and even with clients.

I find with the Kia Soul campaign, there generally is a generational divide, with the younger generation loving it. And in case you’re wondering, I’m with them. The car looks cool, and the hamsters are unique and fun. Whatever side you fall on, I credit the Kia marketing executives with coming up with a campaign that appeals to their target market. They’ve clearly done the research and legwork to determine how to capture the attention of the audience they’re trying to reach.

I’ve got to think that the Kia marketing executives’ purchasing habits are not the same as their target audience’s. That’s the point.

Your target market may not have the same likes, dislikes and buying behavior of your CEO, your board or even you. But as long as you tune out the opinions and keep focused on the facts, you’ll be closer to good, solid marketing.

— Brooke Manrique