Professional Values

What is the purpose of marketing?

Many would say that its purpose is to sell goods and services, but its true mission is to empower consumers. With the rapid digitalization of the media that people consume worldwide, information is available at the touch of a button.

As such, consumers have gained the upper hand. They have insights into companies and products like never before. No longer can a buyer be swayed with the wave of a hand and a little razzle-dazzle; they know what is going on behind the scenes.

Marketing can’t just tell consumers they should buy something anymore – they have to tell consumers why they should buy it. Companies are competing for who is doing the most good, who is producing the highest quality, and who can be trusted. The new goal is to do right by consumers, to build relationships based around trust and values.

This competitive race towards morality is making the world a better place. Companies are becoming proactive rather than reactive. This is marketing at its finest – developing strategies and plans to gain a good reputation, competing for a customer’s loyalty through positive action.

Marketing isn’t changing how we see the world. Now, it’s changing the way the world actually is.