Marketing Is Experience
What is marketing? Most believe it synonymous with advertising. Others say it’s communications. Others think it is sales. The standard definition goes like this: “the action or business of promoting and selling products or services, including market research and advertising.”
It’s time to define marketing in a new way. Seth Godin says marketing is experience. So marketing is all the above, from research to communications, with the goal of a sale.
AdWeek stated that companies are no longer just making and marketing products because they are really in the business of “crafting user experience.” It can be called interface design.
CX (Customer Experience) is the new brand priority. It will take incredible collaboration across all functions, technologies, teams and partners to satisfy today’s customers. Voice, AI, technology ecosystems, advertising, the music you play, the website and customer service all play an additive role in the satisfaction of customers.
Marketing is growing in organization. Journey mapping and researching the customer experience will become more important. Because marketing doesn’t need a long definition, just one word, experience.