Ad World 365: There's More to Marketing Than Just Marketing

June 7, 2017 Ophelie Zalcmanis-Lai
Lesson Two: there’s more to marketing than just marketing

Your parents might not understand what you do. In fact, they probably just generalize it as “he/she works in marketing/advertising.”

That just sounds painfully singular.

While the day to day tasks surely do include project management, copy writing for ads and social alike, coming up with creative directions, etc. there is just so much more to marketing than marketing.

In fact, we should all be aiming to make music*, not ads.

As marketers or advertisers, we aim to tell stories because stories elicit responses from people. Stories get the emotions going and the brain gears turning. Music does the same. It can bring strangers together, move them and guide them towards a purpose.

Broader than that even, we shouldn’t limit our KPIs to likes, reach and impressions. Instead, we could consider producing work that creates a world where everyone has and feels purpose*.

Before you panic and exclaim that marketing isn’t saving lives, know that’s not what we mean. We’re not telling you to be Ghandi.

Rather, we suggest that marketers hold their work to higher standards. It doesn’t have to end poverty, but it should get people thinking. Challenge people. Make them spring into action. Hell, it could even help people.

So where to start? Enjoy the process without succumbing to the pressure of the result.* You’ll never get going if you get wound up on the “what ifs.”

*Pssst. Follow days 33, 36 and 42 on Joe's feed to see where we got these ideas.

Joe Hollis is an Account Coordinator at Ogilvy & Mather. You can follow along with his Ad World musings day-by-day on LinkedIn

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