ReadyTalk

Meet with Confidence

Marketing Talk: Does Marketing Create a Need or Simply Expose it? Discuss.

Posted by Teresa Lawlor on
Share this Post:

You Need a ThneedTurns out a popular search on our site is “how do you create a need in marketing?” Our blog manager asked me to write a post to address the question. My first thought was "OK, that's a little vague." So I googled it. Turns out this philosophical topic is heavily debated online. My second thought was "Uh oh."

Does marketing create a need or does the need already exist and marketing uncovers it?

Since there doesn’t seem to be a definitive answer, I thought I'd set the stage for some more discussion. I'm clearly not an expert on this but here's what I think:

  • Customers and prospects have needs.
  • Marketing identifies or uncovers those needs through market research (surveys, focus groups, and competitive analysis).
  • Then its marketing's job to expose (or exploit?) those needs and communicate the value of potential solutions.

New product features and benefits help address needs. Emotion then creates desire (Just look at the company Apple - do we really all "need" an iPad? We certainly all desire one.)

So how does marketing uncover the need?

One tactic that is often used is the concept of "Content Marketing." All the buzz these days, Content Marketing is really just another way of getting information in front of the consumer at the right time, in the right way and at the right stage of the research and buying cycle. Or at least that's what I think. (See more on this at  Why Every Small Business Needs to be in the Content Marketing Business).

In the research stage you don’t want to sell – you want to inform and educate. Marketing can uncover a need by creating and distributing thought-provoking content in the form of white papers, webinar content, email marketing, ebooks, and blog posts. They may have analysts write about relevant data and best practices. They may exhibit at tradeshows and demo products that will address the consumers need. And especially in the B2B world, creating a little bit of anxiety by challenging the status quo is a way to create/uncover need (vis-a-visa "The Challenger Sale" for example). 

So what do you think? Does marketing create or uncover a need? And what tactics do you use to do it? Let me know below.


Comments for Marketing Talk: Does Marketing Create a Need or Simply Expose it? Discuss.

blog comments powered by Disqus

Recent Posts

It's All About Velocity (part III)

This is the final post in a three-part series on funnel velocity. As we talked about in my first post, velocity is a key measurement for marketing efficiency. In my second post, I...

It's All About Velocity (part II)

As you read in yesterday's post on funnel velocity, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at...

It's All About Velocity (part I)

This is the first post in a 3-part series about funnel velocity. These days’ marketers are really good about measuring a lot of things. Most marketers could tell you their CPA...

Not more content, better content

Not more content, better content A recap of Ann Handley’s Everybody Writes webinar presented on 11/13   ReadyTalk, Marketo, and several other sponsors were fortunate enough to host...

15 ways to know it’s time to break up (with your conferencing provider)

The road to a fulfilling, enduring conferencing partnership is almost always littered with a few attempts that turned out to be bad technology experiences, poor customer support...

Volunteers in Action: ReadyTalk helps out with Clothes to Kids

ReadyTalk recently had a chance to make our third visit to an awesome organization called Clothes to Kids! We brought along 10 volunteers to help kids and parents shop for clothes...

Debunking Webinar Myth #8: People never attend webinars

Debunking Webinar Myth #8: People never attend webinars Again, when it comes to webinars, it’s important that you manage your expectations. While you might have a lot of...

Debunking Webinar Myth #7: Webinar promotion is expensive

Debunking Webinar Myth #7: Webinar promotion is expensive. This is one of those myths that perplexed us the most. We live in a world dominated by the Internet. Marketers can...

Everybody writes – why you should care about content marketing

Everybody writes – why you should care about content marketing At the end of each year, I like to look back and see if the predictions the experts forecasted for the “hottest...