THE ESSENCE OF MARKETING: BEYOND PROMOTIONS AND INTO STRATEGY

Ask most people what marketing means, and chances are they’ll tell you it’s all about advertising, social media, or creating viral videos. And while that’s not entirely wrong, it only scratches the surface. At its core, marketing is about delivering value—genuine, measurable, and timely value—to a clearly defined audience.

The foundation: the 4Ps of marketing

The original framework for understanding marketing strategy comes down to the 4Ps—a model introduced by E. Jerome McCarthy in the 1960s, and still widely used today. Here’s a quick refresher:

Product – What are you offering? This includes the features, design, brand, and the solution it provides to customer needs.
Price – At what cost? Price reflects perceived value and must align with your market positioning, competitive environment, and profitability goals.
Place – Where is it available? Distribution channels, supply chain, and accessibility all fall under this pillar.
Promotion – How will people find out about it? This includes advertising, PR, email marketing, events, and today, heavily, social media.

Marketing is not only about promoting a product. It’s about building the right product, positioning it correctly, delivering it efficiently, and pricing it fairly. Each element works in harmony with the others—ignore one, and the whole system can collapse.

The extended marketing mix: the 7Ps

As markets evolved—particularly in the service industry—the original 4Ps were expanded into 7Ps to better address the complexities of modern marketing. These include:

People – Everyone involved in delivering the product or service, from employees to customer service reps.
Process – The procedures, mechanisms, and flow of activities that deliver the customer experience.
Physical Evidence – The tangible cues that reassure customers of the product’s value—think packaging, signage, online reviews, or even the look and feel of a website.

With these additions, the marketing mix shifts from being product-centric to experience-centric, emphasizing the overall customer journey.

Today’s reality: promotion takes center stage

In today’s hyper-connected world, promotion—especially through social media—has become the loudest voice in the marketing mix. Platforms like Instagram, TikTok, LinkedIn, and YouTube dominate marketing budgets and conversations. Businesses chase engagement rates, followers, shares, and clicks, often treating these as the ultimate proof of marketing success.

There’s no denying the power of digital promotion. It’s fast, targeted, measurable, and (when done right) cost-effective. But it’s important to remember: promotion is just one part of the puzzle. A flashy social media ad will get you attention, but if your product isn’t well-designed, if your service isn’t seamless, or if your price doesn’t reflect your value—your audience will simply scroll past and forget you.

Back to basics, with a modern twist

Great marketing today is about balance. It requires thoughtful integration of all 7Ps, with an emphasis on experience, relevance, and connection. Yes, you should invest in social media marketing, but not at the expense of your core offering. The essence of marketing remains the same: understanding your audience, solving their problems, and building trust over time.

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