Why is Marketing still the most misunderstood area of business?
Marketing is one of those fields where everyone thinks they can do it - until they actually have to. It's often dismissed as "just social media," "a bit of advertising," or "something we’ll figure out later." In reality, marketing is one of the most complex, strategic, and essential aspects of running a business. Yet, it's also the most misunderstood.
The illusion of simplicity
Marketing looks easy at surface level. After all, anyone can post on Instagram, run a Google Ad, or send out an email campaign. But effective marketing isn't about throwing content into the void and hoping for the best. It’s about understanding customer behaviour and psychology, using data and insights, crafting compelling messaging, and creating long-term strategies that drive revenue and brand loyalty.
More than just adverts and social media
A common misconception is that marketing is simply about running ads and posting on social media. In reality, marketing encompasses:
Market Research - Understanding your audience, their needs and aspirations, and how and why they make purchasing decisions.
Brand Strategy - Defining who you are, what you stand for, and how you differentiate from competitors.
Positioning & Messaging - Developing the right messages to attract and engage the right customers.
Lead Generation & Nurturing - Creating campaigns and processes that attract potential customers and guide them through the buying journey.
Customer Retention & Loyalty - Converting customers into repeat buyers and brand advocates.
A well-executed marketing strategy isn’t just about visibility. It’s about positioning your brand in the minds of your customers so that when they need a solution, they think of you first.
The "Instant Results" myth
One of the biggest misconceptions is that marketing yields immediate results. Many business owners expect a viral post, a single campaign, or a month of ads to transform their business overnight. The truth? Marketing is about playing the long game. Brand trust and recognition take time. SEO strategies may take months to show results. Customer buying journeys are often longer and more complex than expected.
The businesses that succeed in marketing are the ones that invest consistently, measure their results, and adjust their strategies and activities over time.
The disconnect between Marketing and Sales
Another common misunderstanding is the relationship between marketing and sales. Many companies treat them as separate silos, but the best-performing businesses understand that marketing fuels sales. Marketing builds awareness, trust, and engagement, setting the stage for sales teams to close deals. Without marketing, sales teams work harder to convince potential customers. Without sales, marketing has no revenue to justify its existence.
Why Marketing deserves more respect
The irony is that while marketing is often underestimated, it’s one of the first things businesses panic about when growth stalls. The reality is that good marketing is a blend of creativity, psychology, data analysis, and strategic thinking. It requires investment, expertise, and patience.
So, the next time someone says, "Marketing is easy," remind them that it’s not about just being seen. It’s about being remembered, trusted, and chosen. That takes skill, strategy, and a whole lot more than a few social media posts.
Author: Neil Corrigan
Branding and marketing specialist helping businesses grow their client base, market share and turnover.
