Anyone who follows the news around B2B marketing a little, for example via LinkedIn, podcasts or all kinds of newsletters, gets the idea that nothing of the 'old' works anymore and all energy must now be put on demand generation. Terms such as dark social and growth hacking fly around your ears. It is striking that it all remains stuck in the tactics and tools.
This is also evident from this observation by Gartner:
Quote Gartner: "Marketing Needs taiwan cell phone number Human Superpowers for the Digital Era"
Source: Gartner
The basics of marketing, what was that again?
The foundation of marketing was laid by Philip Kotler. He defined marketing as:
the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
This definition emphasizes the importance of understanding the needs and wants of customers. And using that knowledge to create products and services that meet those needs. Furthermore, the focus on building strong relationships with customers emphasizes the importance of ongoing communication and engagement. This is rather than just selling products or services.
Ultimately, successful marketing requires a deep understanding of customers and a commitment to creating value for them, to build long-term, mutually beneficial relationships.
At its core, marketing is about creating a mutually beneficial exchange between buyers and sellers.
Quote from Philip Kotler
Source: AZ Quotes
Customer loyalty and sustainable competitive advantage
This requires a thorough understanding of consumer behavior, market trends and the competitive landscape, as well as the ability to develop and implement effective strategies to attract, retain and satisfy customers.
Ultimately, marketing is about building relationships and creating value for customers. By understanding their needs and wants and developing products and services that meet those needs, companies can create long-term customer loyalty and sustainable competitive advantage. And by communicating the benefits of that offering in a compelling and engaging way, they can build strong, lasting relationships that drive growth and success for years to come.