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

Top 5 Webinar Lead Generation Mistakes

Top 5 Webinar Lead Generation Mistakes A webinar is a proven medium to generate high quality leads. However, merely going through the motions does not guarantee leads. For the...

Moving your Organization to a Strategic Demand Generation Strategy [Guest Post]

Today's post is provided by Carlos Hidalgo, CEO and Principal at ANNUITAS. You can follow Carlos on Twitter, @cahidalgo. I had the privilege to present on a webinar sponsored by...

How to Target a Demand Generation Audience vs. a Nurturing Series

How to Target a Demand Generation Audience vs. a Nurturing Series   A basic marketing funnel includes three phases: demand generation, lead nurturing and sales. It's like a person...

Cost Analysis of Webinar Leads

 Cost Analysis of Webinar Leads Webinars have gained popularity as a cost effective lead generation tactic in the past couple of years. Depending on your webinar strategy, the...

Webinar Promotion Q&A with Marketing Experts

Your Webinar Questions Answered by HourlyNerd's Dan Slagen and ReadyTalk's Shawn Cardinal On August 19, Dan Slagen, the CMO of HourlyNerd spoke on ReadyTalk’s webinar series about...

Watch your audience go from yawn to yay!

ReadyTalk Hosts Susan Stewart on our Webinar Series Time and time again people eagerly register for webinars, to only drift off from the live event and leave the webcast wondering...

The Cost of Bad Data

Cost of Bad Data Bad data is data that is not perfect – it could be incorrect data, data with missing chunks or data that is delayed. Most businesses do not realize it yet, but bad...

Optimize Your Webinar Spending with the Webinar ROI Calculator

Optimize Your Webinar Spending with the Webinar ROI Calculator As a marketer, you’re probably asked to provide weekly results in order to justify your budget and efforts. Week over...

ReadyTalk Makes Outside Magazine's 2014 list for "Best Places to Work"

The 2014 Outside Magazine “Best Places to Work” winners have been released, and ReadyTalk is happy to announce that we have made this year's list. For the past seven years, Outside...