Why Do Some Entrepreneurs Treat Marketing as a Foreign Body?

Many entrepreneurs focus extensively on product development, ensuring meticulous planning, designing, quality control, and material sourcing. They feel a sense of accomplishment when their product or service is ready for launch. However, when it comes to marketing and public relations, they often regard these as external or secondary concerns.

This approach may work if robust marketing and public relations strategies are in place. But in the absence of these critical elements, even the most well-developed products or services are likely to fail in the market. In today’s competitive environment, having a skilled marketing expert can be a game-changer for entrepreneurs.

Despite the abundance of market experience in certain organizations, many lack the adaptability to tailor their marketing efforts to specific sectors. For instance, marketing professionals often transition across industries such as real estate, healthcare, hospitality, finance, consumer goods, and more. However, entrepreneurs frequently overlook the importance of sector-specific marketing skills, unique network-building approaches, and adaptability.

Misalignment occurs when marketing strategies from one sector are applied indiscriminately to another. For example:

• Street marketing tactics for home products may not work effectively in real estate.

• Healthcare marketing strategies cannot simply be transplanted into finance marketing.

Each product or service requires a targeted approach that resonates with its specific audience. Understanding the target audience—their mindset, lifestyle, culture, emotions, and purchasing capacity—is at the core of successful marketing.

While entrepreneurs invest significant time and effort in perfecting their products and pricing, they often view marketing as a peripheral activity. Some even assume that sales can be achieved by any means, overlooking the nuances of engaging and persuading the right audience. This is why many products and services fail shortly after entering the market—they lack the foundation of a well-thought-out marketing strategy.

As marketing experts, we emphasize the importance of studying the target audience deeply and crafting tailored strategies for each sector. Entrepreneurs must recognize that marketing is not just an afterthought—it is an integral part of a product’s success. By prioritizing marketing alongside product development, businesses can ensure longevity and relevance in the market.