Marketing is Not a Solo Experience

Contrary to what is taught in business schools across the country, marketing is not as simple as the four p’s (although I argue there are five).

• Product

• Price

• Placement

• Promotion

• and the fifth: People

Without the people, it’s just noise and splashy displays on a grocery store end-cap.

In the world of marketing, it must not be a solo experience, but rather, a duet between the creative and audience. The creative is the marketing strategy and the audience is the shopper.

It’s not just a push, push, push. It’s a push and pull. Marketers must listen to the gentle (or loud) feedback from the audience and respond. We must ensure we aren’t hoisted by our own petard.