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NONE: Re: ONLINE-ADS>> Zapata is nuts...
Re: ONLINE-ADS>> Zapata is nuts...
Jeff Swan (jswan_at_broadcast.com)
Tue, 21 Jul 1998 16:02:48 -0500 (CDT)
>From reading many of the comments about "Zapapta being Nuts", it seems that
many readers of this discussion confuse "Marketing" with
"Advertising/Promotion", and think of creating good content as totaly
separate from Marketing. But, creating good web content IS Marketing - one
doesn't just add a little "marketing" after the content is created.
My view, or let's review: Marketing *includes* advertising and promotion,
but Marketing is the discipline of figuring out what people need and want
in the first place, then designing and producing a product to meet those
needs/wants, developing a way to distribute the product to the target
market, developing appropriate pricing (one of the absoute hardest of all
Marketing tasks - just ask anybody who is trying to decide whether they
should offer their web publication for free or charge a subscription, and
if so, how much -- that IS Marketing), and simultaneously developing the
Advertising and Promotion to communicate all those product features and
benefits so that the market will learn about the product and try it, and be
reminded of the benefits and then use it again. These different functions
are known as The Four P's of Marketing: Product, Place (distribution),
Price and last, but not least, Promotion (including Advertising and Public
Relations). It's all tied together in "Marketing". The problem is, all
those steps take time and work, and often it's easier to just make
something (or buy it) based on a hunch, and then try to sell it later with
a big Promotion budget, which is what it appears many think Zapata is
trying to do.
In non-Marketing-driven businesses, the R&D or Manufacturing department
develops a product that they know how to make, and it is either so
obviously superior to anything that has ever been created before and thus
it sells itself (very lucky), or they create something that isn't really
all that different or useful to people, and then they hand it off to the
Marketing department, and tell them to come up with some snappy campaign to
make people want what they have already made. The tension in most
organizations is this: Are we going to try to sell what we can make, or are
we going to try to make what we can sell? Production-driven companies take
the first approach, Marketing-driven companies take the latter approach.
Jeff Swan
Broadcast.com
jswan_at_broadcast.com
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