Catalyst issue 12: The message of marketing
- 27 July 2018
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Greek mythology has it that Hermes was the messenger to the gods – and a divine one at that.
He’s described as a skilled guide and guardian, a bringer of good luck, a patron of commerce and a setter of boundaries. In this guise, he would seem to be a suitable model for marketers. There’s another side to Hermes, however, and he’s also described as a trickster, someone who breaks the rules, and an associate of thieves. For marketers, this latter interpretation is a less suitable template for the profession; unfortunately, it might be one that the public often holds.
Marketing gets results when it delivers the right messages to the right people at the right time. In one direction, that means delivering information to potential customers about new products and services, and extending and increasing brand awareness. In the other, it means listening to customers and communicating their needs back to the organisation – and into the boardroom.
In 2018, however, public trust in brands, organisations and the institutions of state is low. It might be a well-thumbed story, but with a lack of clarity over Brexit – and with GDPR and the Facebook scandal highlighting people’s concerns over data – it remains inescapable that marketing has plenty to do if it wants to keep the public on side and to build strong, trusted relationships with the audiences it wants to reach. What message, then, can marketing deliver to protect the interests of the customer and the shareholders? How best can it support the profession and cement its place as a force for good?Back to all
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