A couple of years ago, Dr. Eugene Dokes was giving a marketing seminar. He opened with the question, what is marketing? After the students provided a wide range of answers, Dr. Dokes closed with “everything.” From how you present yourself to the colors you choose on your website. It is all marketing. Your brand, your name, and your reputation are all marketing. How does one feel when they engage with your brand? It is all marketing. Let's talk a bit more about a startup marketing strategy and where to begin.
According to the American Marketing Association, marketing is defined as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Jaworski et al., 2017).
People often think of marketing as an advertising activity, but it is much more than that. Marketing activities commence from the idea formulation stage. A target market with a problem that needs solving is identified. This process occurs through market research. As you continue to research your problem, make sure you develop a marketing plan. This is comprehensive and beyond the scope of this post, so it is wise to consult with a market researcher or industry expert.
Next, begin your branding. Keep in mind that this branding will have strong ties and is part of your identity. It is part of the core foundation of your marketing activities and will likely be on all your digital and physical assets (websites, social media, ad campaigns, slide decks, your office, and much more). Therefore, everything matters - colors, spacing, shapes, sizes, fonts, etc. As you continue your marketing journey, consider how new initiatives represent your brand and identity.
Jaworksi, B., Lutz, R., Marshall, G., Price, L., & Varadarajan, R. (2017). Definitions of Marketing. American Marketing Association. Retrieved on June 18, 2024, from https://www.ama.org/the-definition-of-marketing-what-is-marketing/
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