Marketing Riddle – I am the Most Effective, Least Respected Type of Marketing. Who Am I?


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Here is a marketing riddle for you.

I am proven to be the most effective type of marketing, yet some people say I am the Rodney Dangerfield of marketing because “I Don’t Get No Respect” — Who am I?

I am not TV or Radio advertising. I am not product placements in movies. I am not direct mail. Neither am I promotions, coupons, or discounts. I am not athletic or celebrity endorsements. I am not frequent buyer programs or sponsorships for NASCAR tennis, golf or the Olympics. Neither am I event sponsorships, trade shows, catalogs, websites, or webinars. If you suspect I might be the new marketing such as Internet marketing, emails campaigns and e-newsletters, that’s a clever guess, but you would also be wrong.

All of those types of marketing can be effective if they are well conceived, targeted and executed, but that is not who I am.

Even amongst these “giants of traditional marketing”, I stand tall above the rest.

Want to know more about me? Here’s what many people say about me:

  • Almost everyone, whether in small business or large enterprise, agrees I am very, very important
  • I am well recognized for generating the most qualified leads, that are the most likely to close, and lease price sensitive
  • 100% of businesses want to use me more and more
  • What’s more, I am one of the lease expensive forms of marketing available

Yet, despite all these reasons, I get very little respect and very little attention. In fact, only 15% of companies use me at all, and even most of those don’t have an effective program to put me to the best possible use. Some people know how to treat me and get great results, but most of the rest of the people just forget about me.

I really wish more companies would take advantage of everything I can do for them. All I need is a little understanding and a bit of attention and I can do wonders for your business. Who am I?

Well, hopefully many of you have been able to figure out that I am referrals and word-of-mouth marketing. I will be back soon to tell you more about how you can put me to use in your business.

Republished with author's permission from original post.

Rick Thompson
Rick's passion for building brands and innovative marketing programs makes him an ideal partner for companies that want to build a strong brand that engages customers and drives revenue and profit. His experience in owning the P&L as a line manager help him appreciate that the goal of all branding and marketing is to drive the bottom line.


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