On marketing (2/100 #10Bullets)
February 14, 2021•275 words
- According to American Marketing Association, "Marketing is 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."
- My definition of marketing changed over the years as I took different roles at different company.
- When I was at a marketing agency doing account management, I thought marketing as an efficient salesman - one that potential to reach and convince so many people at once.
- At a gaming company doing some hardcore UA, I thought of marketing as spending money to make (more) money.
- As a marketer in the finance industry, I think of marketing as any activity that is designed to drive a certain behavior.
- Marketing is very broad, especially when you think in terms of tactical types: internet marketing, SEO, content marketing, influencer marketing, ASO, direct response, to name a few. Each category may constitute more types.
- There are 2 popular models to marketing: agile and waterfall. With agile marketing, you start with hypotheses and run campaigns to test, learn, and iterate based on the results. This minimizes the risk. However, with agile marketing you don't get large bets. Waterfall marketing, with its more traditional linear and sequential process, allows room for taking big bets.
- When a company is small, I recommend going the agile route. When a company is large or there's high competition, waterfall may prove to be a more strategic.
- No matter the approach or the type, marketing is all about maximizing discoverability and conversion rate.
- Performance marketing refers to the framework of achieving systematic product growth.