Marketing is Art; Sales is Technique

Well, first things first – Let us get one thing clear and out of our minds – MARKETING IS NOT SALES.

?I had to address this first because, more often than not, SME businesses who look to invest in marketing, by default, measure the ROI in Sales. ?Let us leave the subject of measurement metrics for some other day. ?For now, please read the first line once again.

Some may beg to defer and state that Marketing is a Science, so let us get this too out of our way – It is Marketing Research that has a scientific approach. ?Collecting facts, developing a hypothesis, and testing the soundness of the hypothesis, collectively needs a scientific method to derive theoretical knowledge, test and generalize into laws & theories, e.g., Maslow’s theory of needs, BCG matrix, and many more paradigms.

So let’s return to a fundamental understanding of Marketing and Sales

Marketing brings your potential customers to the top of the funnel with its push and pull strategies, taking them down the funnel journey to create interest, consideration, and conversion.

Sales happen at the bottom of the funnel.

In e-commerce marketing, sales happen when the purchase is closed, without the human intervention of persuasion. ?Everything that occurs on the cloud is then an art play.

Why ART?

Art is something that touches an emotion, creates a relationship with the viewer, reader, or observer, and stirs a sensational experience that leads to the appreciation of the subject.

When it comes to marketing, everything a marketer does, from brand identity to brand communication, must touch the end-user's sensorial, and therefore creating campaigns needs one or more of these skills:

-??????Understanding the psychology of colors and creating a brand palette for their product or service.

-??????Observing social behavior and adding its flavors to brand communication.

-??????Presentation of use, benefits, and results in a way that triggers emotion, intent, and conversion.

-??????Art of storytelling.

Whether subtle or loud, your marketing art form should resonate with your target audience.

And now, speaking of Sales as a Technique:-

Indeed, whether online or offline, the final conversion is a technique applied after data analysis of the information collected at different layers of the funnel.?

And that last step has to be convincing and pushy in either one of the ways:

-??????Summarizing the use, benefits, and results when the intent is high.

-??????FOMO technique (Fear of Missing Out)

-??????Now or Never technique (Final Sale, personalized discounts, and many more)

-??????Social listening and questioning techniques. ?Ask for the pain points and address them with a solution.

Whether online or offline, the above techniques do work.

Now when to use which technique and how again circles back to the marketer.?Therefore, marketers are artists who are keen observers of the world around them and then paint a canvass (in other words, create a marketing strategy) that appeals to the target audience.

Digital marketers apply these techniques in their SEO, SMM, SEM, and other digital campaigns guided by marketers on graphics, videos, and digital storytelling.

One can build volumes in writing on Marketing and Sales, but I prefer to talk through the heart and write small but effective pieces.

We consult on brand marketing, and if you feel your business needs an outside view of what is being done inhouse, do approach us through our website arguscmpo.com