Is Marketing Always About Sales?

A complicated question, the answer to which can be both yes, and no. The end goal of marketing is usually sales; trying in some way or another to convince someone to buy a product. However, it is also often about more than that. At its core, marketing is about communication; the one thing that could be argued to be more important than sales, since sales depend on people knowing about and trusting your company.

The bigger question here could be what are the other benefits of marketing, or of changing up your marketing campaigns? An example of marketing that does not aim to raise sales could be anti-tobacco ads. Those are actively trying to get people to stop purchasing and using a product. Or oil companies going for a “cleaner image”, who release marketing designed to convince people to see them in a “better light”. These are examples of marketing for the sake of reputation, which can be a powerful tool or even a game-changer; and it has almost no direct correlation with boosting the sales of a product.

Clearly this Ad is not meant to drive sales

One the other hand of all of this, what would pay for a company’s marketing if not the steady inflow of cash? Sales are invariably what keeps a company afloat. And to maintain sales, sometimes you also have to maintain a reputation, or launch a campaign that is purely informative and does not immediately drive income. Marketing techniques have had to change and adapt to the growing technological advances in the past few years. This is why now, more than ever, it is important to have a solid marketing strategy, or an agency that knows what they are doing. And to remember that while sales are important, and the desired end result, not all of your marketing has to be a sales-pitch.

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