Marketing Mix Confusion

No One is-or-has a Marketing Panacea


Seth Godin wrote a book with the above titled headline. Of course, it was a best seller because he already had the reputation as being an online guru. And, like Scott Adams’ and his Dilbert fame, it struck a nerve with all serious marketing people.Marketing is storytelling … and every story is different.

Like the infamous “fish story,” the one that got away always changes in size with each telling. Most folks believe that “telling” is actually selling when it comes to marketing. And, not surprisingly, the average consumer believes that the two functions are no longer separated. Marketing is selling and vice versa.

One of our unscientific polls years ago showed that more than 2/3 of folks didn’t care a wit about academic distinction. They just wanted whatever was ‘fastest & best f0r them.’ Translation: whatever is expedient and cheapest.

Marketing is often considered “hype,” i.e. deliberate exaggeration for the purpose of selling. Most wouldn’t call it outright lying. Rather, they would probably dismiss hyperbole as typical white lies that salespeople spew about their products & services. No biggie. It goes with the territory/profession.

Let’s face it: to speak in plain (painful) truth would provide absolutely no incentive to buy in a competitive environment, would it? Who in their right mind would infer that a competitor is better or offers more utility and value!?! Accordingly, Seth Godin’s premise is correct.

For those uninformed, his subtitle is “The Power of Telling Authentic Stories in a Low-Trust World.” To mix metaphors, he had me with the initial proclamation that all marketers are liars.

NO ONE has the Absolute Right Solution

Despite claims to the contrary, there isn’t a marketer or firm (present company included) that is everything to everyone all the time. This falls into the category into Abe Lincoln’s maxim You may fool all the people some of the time, you can even fool some of the people all of the time, but you cannot fool all of the people all the time.”

Of course, even a broken clock is right twice a day!

Today, there are two major venues to choose from: the less popular (analog) OFFLINE or increasingly more popular (digital) ONLINE. Depending on who you talk with, the split today is 65-35 in favor of cyberspace.

As a hybrid marketing organization, our Community performs Concierge Marketing OFFLINE. As far as division of work goes, we’re probably 92-8%. Our professional staffs (mostly analysts & project directors) do their obligatory transformation activities—converting leads-into-referrals entirely behind the scenes—exclusively for registered members. Because of this, we are NOT in competition with any entity that’s ONLINE, or OFFLINE for that matter!

This means that we don’t knock heads with any software-driven marketer Hubspots’ alphabet at  As insiders know all to well, we alone provide true Concierge Marketing in spite of clamor/hype of others claiming to be competitors.

In sum, we’d be the first to applaud the progress of technology and growth of astounding algorithms. But, at the end of the day, marketing’s real value lies in what is actually delivered. (Show me the results.)

Immutable Truth

Marketing Mix Confusion #5968.  This blog is written by members and monitored by our Executive Committee. It is intended exclusively for members or candidates-for-membership. Contents of all blogs and FAQ sessions are subject to change & correction and do not constitute community policy. The executed Community Marketing Agreement (CMA) determines prevailing policy & practices, as amended.  |  (C) Copyright 2004-2016; all rights reserved.  Depicted graphics are the exclusive property of PM Community and all others belong to their respective owners or record.
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