Is “Marketing” a Dirty Word? at effective web ministry notes

Is “Marketing” a Dirty Word?

filed under General by rob on 25Oct04 @ 10:48 pm EST

I’m into marketing. I think it’s a good thing. Marketing is important. But some people don’t agree with me. They think “marketing” is a dirty word…something that “bad people” do. People believe that advertisers just want to push things on people that they don’t want. They call you during dinner. They mail you fliers that just clog your mailbox. They spam your inbox.

Well, that’s true. But does that make “marketing” a dirty word?

I’ve written a bit before about marketing and just touched on some of the problems.

A little history (very little): Basic economy is one person has a need and another person has a product or service. Sometimes these two people couldn’t help each other so a third person would be involved. This person would connect the two so that the person with a need can make an exchange with the person with the product or service. This marketer would work for either person and would be rewarded by receiving a cut of the transaction.

Over time, however, marketers began working for the product or service producers and started pushing these goods onto people that didn’t want them.

But does that make “marketing” bad? It only makes some marketers bad.

Marketing involves all sorts of stuff. It involves a product, a price, a promotion, and a place to have it seen. But it all comes down to someone wanting to provide something for someone who needs that service or product. Consumers drive this, not marketers.

So, to wrap this up, why bother? Why discuss if “marketing” is a dirty word? Because marketing is crucial to your ministry. What is your product or service you want to communicate to others? Where are those people? How do you reach them? How do you get your message to them? You have to communicate. Be creative. Advertise. Promote. But should you be obnoxious about it? Of course not. Instead, think about the people you’re wanting to reach and ask yourself, “What will it take to get this life-changing message to the people who need it?” The answer to that question is “marketing”.

We have a mission to give to people something that they need. God has provided an abundant life and many people don’t have it. It’s our job to figure out the best way to get that provision to them.

2 Responses to “Is “Marketing” a Dirty Word?”

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1 Anonymous on Oct 26th, 2004 said:

In the context of Christian Internet ministry, “marketing” may be seen as very similar to the word “evangelism”.

All Christians are called to promote Christ, to “market” his message of love and forgiveness.

Which word is dirtier to christians in North America: “marketing” or “evangelism”?

If a Christian is randomly sharing his or her faith with strangers on the street, is it “sidewalk spam” (as opposed to email or phone or mail spam we all receive from “marketers)?
2 Frank on Oct 27th, 2004 said:

“We have a mission to give to people something that they need. God has provided an abundant life and many people don’t have it. It’s our job to figure out the best way to get that provision to them.”

I’m a marketer (specifically, a web marketer) by trade, so I certainly don’t think that it’s a dirty word! Your explanation of marketing is a good one and shows that at its core, marketing is connecting people with a product or service.

In the business world, not “figuring out the best way” to get the message to the consumer has consequences (loss of customers, loss of sales, etc.).

But when we’re talking about the message of the gospel, “figuring out the best way” to connect people with truth is doubly important because failing to do so has eternal consequences.

Of course, this is nothing new to you, Rob - I’m including it only as background to what I’m about to say.

I consult with churches and ministries on a small scale with regard to web marketing efforts. One thing I always try to keep in mind is that Jesus already gave us a very important marketing “method” for connecting people to truth.

John 17:21-23 - if Jesus’ disciples are one and perfected in unity, then the world will _know_ that the Father loves them and that the Father sent Jesus (and I would say that would include the world knowing the reason the Father sent Jesus).

If the church would live as a community (to a depth far beyond what it seems our Western minds are ready to embrace) and do so in full view of the world, then we might not need all of the modern-day marketing “methods” we so readily turn to.

I don’t think it’s wrong for the church to use modern-day methods (newspaper ads, websites, billboards, direct mail, etc.), but if we would choose to get outside the four walls of the building and be devoted to one another in community as our primary marketing “method”, I think the world would take notice.

Just my .02.

Frank