Marketing is manipulation.

Marketing is manipulation – fundamentally we manipulate our audience to encourage them to buy our products. Manipulation is an unpopular word, but if we’re honest, we all know that’s what we’re doing. However, it doesn’t necessarily mean that it’s wrong to do it or that we’re taking advantage of the audience – we’re simply trying to exert a bit of leverage in the marketplace.

The dictionary gives two definitions of manipulation:

  1. The action of manipulating something in a skilful manner
  2. The action of manipulating someone in a clever or unscrupulous way

Well, do we try to handle our marketing in a skilful manner, to influence our audience’s buying decisions? Yes, of course we do – that’s how we sell our goods and services. But there’s a huge difference between doing that and using marketing unscrupulously to deceive our audience.

We do use marketing to manipulate and get the sale, but remember, the consumers themselves make their own decisions. They can educate themselves and they can make their own choices. What we can do is to present ourselves honestly, and if we do it skilfully enough, we hope to get the result. The consumers’ desire is already there – by manipulating it through marketing we are simply trying to channel it in our direction.

MCM2 provide full-service digital marketing, including, email marketing, pay per click, content, seo, design, web building and strategy.

MCM2 – no nonsense digital marketing agency in Cheshire.

Why I don’t watch Hannibal anymore

This is an exercise we do on one of our training courses. Think of a TV program that  you used to love, used to watch, but don’t watch now. Now, think about why did you stop. One attendee used to love X-Factor, but stopped watching because it seemed to become more...

read more

The Tender Race to the Bottom

We recently went through a patch of competing for tenders through one of the government portals, and despite having lots of valid experience (and being quite good at what we do) didn’t get any of the work. Of course, no-one expects to get every tender they complete,...

read more

MCM2 – no nonsense digital marketing agency in Cheshire.

We provide full-service digital marketing, including, email marketing, pay per click, content, seo, design, web building and strategy.

Why I don’t watch Hannibal anymore

This is an exercise we do on one of our training courses. Think of a TV program that  you used to love, used to watch, but don’t watch now. Now, think about why did you stop. One attendee used to love X-Factor, but stopped watching because it seemed to become more...

read more

The Tender Race to the Bottom

We recently went through a patch of competing for tenders through one of the government portals, and despite having lots of valid experience (and being quite good at what we do) didn’t get any of the work. Of course, no-one expects to get every tender they complete,...

read more

Knowing when to say no.

‘I’m as proud of what we don’t do as I am of what we do.’ Steve Jobs Sometimes it’s just as important to know what we don’t or can’t do as it is to know what we do and can. If we don’t recognise our limits then we run the risk of taking things on which are outside our...

read more