What Modern Marketing Is About Due To Steve Jobs

The purpose of this assignment is to understand what modern marketing is about, not just in a sense of making sales or advertising, but even more importantly what the values are in the marketing world. Learning about what makes or breaks relationships in the marketing world and why maintaining relationships is so important in the grand scheme of things. Without focusing on these perspectives marketing would not be effective at appealing to consumers or breeding brand loyalty. In the Steve Jobs video, he talks a lot about how companies need to show consumers their values. Marketing can’t just be about how your product is better than your competitor’s, it must be about what you as a company stand for, who you represent, and why. These are important questions for businesses all over the world to ask themselves, businesses need to find out what it is that they do or want to do for the world. Not what they sell to the world or why consumers should buy their product, but what does this company represent. Jobs says that values of a company should never change that no matter how much marketing changes. The company should always stand behind their beliefs. Instead of focusing advertising campaigns telling consumers why Apple computers are better than Microsoft. Apple has released an ad campaign to show they value to stand behind the people who have passion that can change the world and those who think they can change the world, do.

I believe that Steve Jobs is correct in this way of thinking. Having a decent product is important to every company, but that doesn’t always sell the product to the consumers. Being able to appeal to consumers on that personal level by showing them company values and why companies make the product they do is vitally important to marketing. Just proving your company has an effective product is one thing but showing that your company also cares about the safety or success of the consumers can take the sales one step further but humanizing your company. Studies show that most companies aim for social initiatives that link to the corporate missions and values. An example of a company that follows this mindset is Google. The core values of Google revolve around making sure that the consumers are pleased like the value that states: “Focus on the user and all else will follow”. This way of approaching consumer relations it the essence of what Steve Jobs was talking about in his video because the focus on the importance of the consumer is crucial to success. In this video about marking and relationships it humanizes the communication that happens day to day between company’s advertising and consumers’ response. In this video relationship is defined by how the company tries to convince the consumer to be loyal and shop at their store by making broad assumptions about what the consumer would be interested in. This leads to a lack of personalization between the supplier and consumer which originates from the advertiser never changing its tactics to get consumers to buy from them. “Old” marketing has proven to be out of date and almost completely useless because it has been around for so long that consumers have seen almost everything that an advertiser can try including coupons, extravagant signs, or TV commercial ads that are comedic in tone.

I think this video is correct in the way it criticizes advertisers for being like a bad relationship where one individual believes that they know everything about the other which leads to a lack of communication or actual attention to what the consumers have to say regarding what the company does. If advertisers will not listen to their consumers it can lead to consumers completely disregarding the company completely because the marketing is so focused on what they think they know instead of actively trying to learn from mistakes or success by listening to feedback. A perfect example of this is when Netflix ignored their consumers and split the DVD rental and online streaming service. This greatly increased prices and upset a huge number of costumers, causing a huge loss of income for the company. Much like in the video an overbearing and pushy marketing campaign can come off as an annoyance which will lead to consumers giving up on the relationship with that company completely. If marketing and advertising does not try to stay concurrent and evolve with the world around it will eventually become useless and completely ineffective. Marketing is all about selling a product to consumers, but what is more important that just pushing a product is the company values and relationships. The company values directly impact consumer relationships and how a company should market.

Much like Steve Jobs says in the video showing the public what the company values are much more important than having a better product than its competitors. By showing the public what the company values, consumer relationship will increase because of the humanizing of a company. This means that marketing campaigns must focus on the importance of company values and increasing consumer relationships more than pushing coupons, sales, or amusing ads.