You may have heard of some famous marketers, especially in the field of advertising, who have said some very interesting things about the subject. Here are some of the most famous marketing quotes about advertising. Keep reading for more information about these intriguing individuals!
“It is important to find a way to reach the masses, but it is even more important to find a way to reach the right masses.”
Frederick Taylor, considered by many to be the “father of modern marketing,” is probably best known for his book, The Principle of Least Effort. In this book, he makes the important distinction between “Mass” marketing and “Personal” marketing. He suggests that, while it is acceptable for a business to advertise to the masses to increase market share, the individual customer is far more important than the collective one.
“I would like to find the line that separates selling something from selling out,” Brown said. “I want to be able to advertise to the public, but I also want to maintain a level of intimacy with my customers.”
“The purpose of publicity is not to render an indiscriminate gesture toward the public; it is to establish a selective and careful relationship with the significant people in your community.”
Kathleen Norris, American author and social commentator, makes this important point in her book, The Fashionable Mrs. Brown. She suggests that, while it is useful to gain as much publicity as possible, the goal should not be to become famous but to establish and maintain a selective group of friends.
“Publicity is like a vote of confidence, and we tend to worship at the temple of popularity,” Brown said. “That’s not what authentic friendship is about; it’s about being willing to risk being obscure in order to be understood by the person you’re closest to.”
“The most effective form of promoting a brand is word-of-mouth advertising.”
According to the experts at brand consultancy firm 360 Market Reach, one of the most effective ways for a business to advertise is through word of mouth (or “buzz”) marketing. With this strategy, customers and potential customers will naturally hear about your product or service and will be more willing to try it out because of this exposure. Additionally, customer loyalty often results in increased sales for this reason alone. For example, if you’re a coffee lover and you discover that a lot of your friends and family members are also big coffee drinkers, you may start seeing coffee-related products marketed to you as a person, even though you don’t normally drink coffee.
“Word of mouth advertising is tremendously effective because the consumer is more likely to believe something that they’ve heard from someone they know and trust,” Bill Bishop, CEO of brand consultancy firm Bishop Group, told Business Insider. “It’s a way to create brand loyalty where there might not otherwise have been any.”
“A few years ago, you’d have been lucky to get a 30-second spot on TV. Today, with so much content available online, every form of media is at our fingertips.”
It’s always great when technology serves its purpose and makes our lives easier. Today, we can easily access all the content we could want or need, when we want or need it, from the comfort of our homes. This, of course, doesn’t mean that everyone will like what you have to offer. Sometimes, you’ll hear about people who have a negative experience with a product and decide not to tell others about it. But the fact that so much content is available on the internet makes the decision to remain quiet a bit more complicated.
In her book, The Art of Content Marketing, Marjorie Merriweather Postman highlights how the growth of technology has changed the way we obtain information. She writes, “With the click of a button, we can access an almost infinite universe of knowledge, amusement, and stimulation. So it is hardly surprising that the marketing messages we encounter, even those we encounter in public places, such as newspapers and magazines, seem dull and thin next to the vivid images, tempting slogans, and exotic destinations that appear inescapably in our social media feeds.”
In other words, while it’s always great to learn about a new product or service, it’s sometimes difficult to separate the wheat from the chaff, especially when you’re bombarded with so much information, all the time. As a marketer, how do you make your product or service stand out in a crowded field?
“Every product has a marketing story. Every product has a narrative that brings the product to life. Without a compelling narrative, a product can seem cold and impersonal.”
In the same way that consumers can become desensitized to traditional forms of advertising, they can also become immune to marketing buzzwords and slogans. For example, while “green” and “natural” have always been popular buzzwords in the beauty industry, today they’ve been usurped by “avocado” and “skincare” trends. If your product or service isn’t compelling enough to stand out in a competitive marketplace, you’re throwing away your chance to influence consumers with your message. A good marketing story allows your product to tell their story, drawing upon the expertise of your team, while also ensuring that your brand identity is clearly articulated.
“Marketing to a demographic is like putting out a fire with gasoline. You may feel like you’re solving a problem, but in reality, you’re creating a bigger one.”
Forbes contributor Elle MacLeman writes that, “Demographics are like ingredients in your product mix. You can’t make a smoothie with just any fruit – you need to use the freshest, ripest ingredients. Similarly, you can’t just pull demographics from the ether. You need to focus on specific groups and tailors your messaging to fit their needs.”
For example, if you’re selling juice, you might want to market to women since they’re more likely to want to buy a drink than men. But if you’re in the skincare business, you might want to focus upon millennials, who are more likely to be influenced by social media when it comes to beauty products. The more you know about your target audiences’ demographics, the easier it will be to craft an effective strategy for reaching them. Additionally, by understanding your target audiences’ needs, you stand a chance of providing them with what they want, which is ultimately beneficial to your bottom line.
“The best way to reach your audience is through genuine, long-term relationships.”
According to marketing guru Joe Polish, the key to successful marketing is developing a good understanding of your target audiences’ needs and wants before attempting to sell them your products or services. In order to achieve this, he suggests beginning with one-on-one interactions, such as phone calls or face-to-face meetings. “The best way to reach your audience is through genuine, long-term relationships,” he says. “This takes time and consistent effort, but it ultimately pays off in terms of getting results that are more fruitful and lead to more business.”
Having a good relationship with your customers means you’ll be able to anticipate their needs and want before they even know they have them. It also means that, when problems do arise, you’ll be able to address them and create long-term trust and enthusiasm between you and your customers. But, building quality customer relationships means you’ll have to invest the time and effort to listen to what your customers have to say, rather than assuming you know what they want,” Polish explains.
“A company’s culture is often the differentiating factor when competing for customers.”
In the same way that a good product or service can make a big difference, so can the way a business is run. What does that mean for you as a marketer? It means that you need to work hard at establishing a brand identity that is unique to you, while also ensuring that you adhere to company policies, in order to create a positive customer experience and encourage them to come back for more. In her book, You Haven’t Found What You’re Looking For If You Don’t Look For It, Kelly Cochrane, Founder of the Culture Marketing Agency, writes, “A company’s culture is often the differentiating factor when competing for customers. In some ways, your product or service is a simple offering when compared to the way you engage with your customers. For example, you might have the best widget in the world, but if your customer experiences are bad, it won’t matter.”