“I am trying to understand the importance of marketing!”

That's what a member of my digital marketing team said. The timing couldn't have been better, especially when the marketing part of my start-up, IJEENI is in force.?

So, I decided to share a few things that I was fortunate enough to learn in my 20 years of experience. My first step was to exercise our brains trying to understand their idea of marketing.?

This exercise allowed me to measure the extent of their knowledge on the subject. It also gave me their synopsis enabling me to plan my next course of action. At the same time, they start reading about marketing a bit deeper.

As they were trying to understand the arduous world of marketing, I had to go through a reading session myself. My goal was to simplify the persuasive capacity of the three: Ethos, Pathos, and Logos.

The next day, before starting our knowledge transfer session, a quote from Brian Solis peeked through my memory "Social Media is more about Sociology and Psychology than Technology."?

This was a perfect start to help them understand marketing in a simple and elegant manner.

We started this journey by understanding digital marketing with Ethos. This is a stepping stone for everything that is to come.?

A word, if you ask me, that describes Ethos is "dependability.”

The idea here is to bring a sense of trustworthiness to the product. And with that trust comes the audience's appreciation which spells success to the product or service in question.

The perfect example for Ethos marketing is 'The Nike ad with LeBron James.' This ad perfectly captures the struggles, hard work, and reputation the athlete built to promote their own product— a fabulous example of marketing if you ask me.??

As we went ahead in this session, we talked about Logos. The simple description for Logos is 'Logic.' The aim here is to provide logic to the already established Ethos.?

In layman’s terms, Logos is the reasoning given to the product that can help the audience conclude their decision.?

As the sessions progressed, the concept of Pathos was explored. Pathos brings in much-needed emotions to the brand.

In my humble opinion, Pathos and Logos go hand in hand. Although Ethos is necessary, having a sense of logic connected to emotions makes for a deadlier marketing concoction.