On Success in Marketing
Marketing is about connecting with people on the level of culture. Seth Godin has always derived that success in marketing is related to be able to connect on the level of culture. He’s the one that I referred to, and listened to, when I need general, theoretical guidance on marketing.
I am a digital marketer, but he didn’t have to really emphasize whether one type or aspect of marketing is effective, or whether digital is more effective than more analog platforms per se. He talked about marketing on the level of culture, and that for me is fundamental towards understanding how to connect with people and achieving success in marketing.
He also talked about two general categories of marketing – brand and direct. Brand marketing is long term; direct marketing is short term. Digital is but a platform, a vessel, for both. Digital marketing is not the end-all-be-all of marketing success, but your stories and your messaging that will use digital marketing platforms that will touch on both building your brand and getting direct results from people online.
Strategy should always revolve on both, always, to be able to achieve success in marketing.
James Michael Chiong is a digital marketing strategist, and a consultant who helps small and medium businesses in the Philippines grow through SEO, Meta Ads, Google Ads, and data-driven marketing strategy. With 10+ years of experience across agencies, in-house, and consulting roles, James has led digital campaigns for brands in real estate, publishing, education, BPO, retail, and professional services. He previously served as Digital Services Director at TeamAsia and as a Senior Manager for Talent Acquisition at Alorica Philippines. James is based in Bacoor, Cavite and writes about SEO, AI in marketing, and digital strategy for Philippine businesses at jcdigital.xyz.
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