What is the purpose of
Marketing?
The primary purpose of marketing is to create customer interest, then purchases and generate revenue for a business.
Sounds simple, yet it isn't
Over 70% of regional and country-based businesses struggle to grow because they assume that local people know who they are and what they sell.
The reality is that on average less than 15% of people know both your businesses team are and what your business really sells.
Consider this quick example:
Think of your local produce store or even takeaway shop – do you really know who works there? Could you list everything they sell? Now imagine if those people were looking at your business – would they really know what you offer?
The Misconception of Marketing
Marketing is often perceived as "place a couple of ads and you'll get a lot of business." When that doesn't work, most state it was a waste of money.
The truth is – it could well have been. Like any business, what looks simple usually has a myriad of complexities to thoroughly understand and to be able to relate to customers' needs.
A simple example:
You go to the supermarket and purchase a food product for your pet. Only to find that it hasn't helped you pet be healthier at all.
Yet if you went to a proper pet store and spoke with a knowledgeable store person, they would ask questions about your pet and then prescribe/offer
the most suitable nutritional food.
Marketing's Two Greatest Competitors
Ignorance
Some business owners/managers have a lack of specific knowledge in regards to how marketing needs to be specifically planed and strategically implemented.
They think just putting a ad on TV or radio or put a flyer out will instantly create new business for them.
Arrogance
When meeting business owners who believe they know everything, they often blame marketing for failures while refusing to acknowledge their own inexperience caused problems.
This negative attitude contaminates their entire operation, affecting staff morale, client relationships and overall sales performance.
This is why AIMD
is devoted to helping its members.
They are usually exceptional at delivering their business products
or services but then try to manage all facets of the business—
except they will have an Accountant.
We are a Professional Service providing critical Marketing services and support to small and medium-sized businesses and are just as critical to a business success as an Accountant is.
© 2025 Australian Institute Marketing Dynamics
All Rights Reserved.
We acknowledge the Traditional Owners of country throughout Australia and recognise their continuing connection to land, waters and culture.
We pay our respects to their Elders, past, present and emerging.
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