What’s gravity? .. What’s water? .. What’s Marketing?

I still remember my struggle as a kid when they tried to make me understand gravity. Why aren't we flying? Because we aren't birds. Why can't we go away from the earth? Because this is where we live. 

Kids don't get gravity. They have trouble understanding what this mysterious force is. It's like explaining the concept of water to a fish. 

The same goes for explaining Modern Marketing to people today. Because for our entire life, marketing has always been about advertising and promotion and showing up in front of more and more people to let them know that a product exists.

Modern Marketing

Modern Marketing is way more profound than that. It is about making change happen. 

This means that marketing begins when our idea lands on someone, makes them learn something they didn't before, and thus, causes them to act differently.

To make this happen, our idea must be a story that:

  1. Resonates with the worldview of the customer
  2. Is true to them
  3. Is trusted by them

More importantly, our idea must have 2 crucial factors built in it:

  1. Remarkability (being so standout that they can't ignore it)
  2. Virality (creatig conditions that they feel better talking about it to the others)

Then comes one more inevitable concept: "people like us do things like this" to reinforce the momentum and engage more people so they volenteer to spread the idea even more:

  1. Creating a culture that adopts the idea "people like us"
  2. Initiating tribal behavior "do things like this"

Finally comes promotion where we can choose to inject money to touch more people who can benefit from the idea and change them for the better.

The goal of Modern Marketing is to change people, make them consider something they hadn't considered before, get them to feel better talking about that change, and spread the idea to other people like them, who, in turn, feel better talking about the idea, and on and on and on. 

Marketing strategy and marketing Tactics

Marketing in this wider scope can't start without a strategy. What change are you seeking to make? Who are you changing? What promise are you making to those people when you reach them? And how are you positioning to help them process your new idea?

Without a strategy, we are playing the same game that's been on since the 1950s. Just promoting. And that doesn't work anymore in today's super noisy world. Tactics can't do much alone. That's nothing but wasting resources to shout at people who don't care to sell them stuff they don't need.

Marketing is free. Start with strategy, then accordingly implement promotion and design and social and all the other tactics. This can maxmize your marketing impact and achieve far more significant results in far less time with far less effort. And budget.

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About the author

Passionate about Modern Marketing, Behavioral Economics, cultural shifts, and purposeful communication.
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My story with marketing is one of transformation, switching from the race for interruption to building remarkability, empathy, and humility towards the people who care, earning their trust, and giving them a motive to voluntarily spread the idea to other people like them (The Network Effect). Hence, building a brand that rises above the noise and grows sustainably.
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You, too, can stop feeling overwhelmed with hacks and shortcuts. Here's a chance to join this revolutionary movement. Change the game from desperately hustling to catch up with the competition to a remarkable brand that standouts in tomorrow's world, delivers value that customers choose to pay extra for, and boosts profits sustainably beyond the short-term bursts.