Marketing: what it is and how to avoid it in your marketing campaigns

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In the world of marketing, we have all kinds of tools to achieve better results. We have already given you strategies to improve ROI and today we are going to talk about marketing , a term that is starting to be heard and that you should avoid at all costs. What is it and how to avoid it in your campaigns?

What is marketing or negative marketing?
When launching a campaign , marketing strategies have become essential for the growth of any business. However, some practices can cross the boundaries of ethics and generate what is known as marketing .

marketing ethics
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This term comes from the Argentine colloquialism " garca ", an unscrupulous estonia phone number lead person who harms others without remorse. Marketing is therefore the use of negative marketing strategies that, instead of positively promoting a product or service, focus on discrediting, damaging or manipulating the public's perception of the competition or even of the customers themselves .

This tactic can range from spreading false or misleading information to creating campaigns that explicitly seek to affect the image or sales of competitors, to harm rivals or deceive customers.

Needless to say, marketing relies on tactics that can be considered unethical or downright harmful. The problem with this practice is that it can not only have a negative impact on the perception of the brand that practices it, but it can also create an environment of distrust on the part of consumers .

Marketing has exceptions
Now that you understand what marketing is, you'll know why you should avoid it. Although there are a few exceptions where it may be worthwhile to use a negative marketing strategy.

A good example can be seen in this advertisement launched by Samsung. In the video, the Korean company is comparing its Samsung phones with Apple's iPhones, in order to show the weaknesses of its rival.



At one point in the video, a couple falls into the water. One of them has a waterproof Samsung Galaxy phone; the iPhone owner, on the other hand, has to put his phone in rice to try to save it. Marketing is valid in this case because there is a "war" between Samsung and Apple consumers.

Customers who are extremely loyal to a brand, whether they are brand lovers or not, reject any product from its rival, so offering a video that shows the potential of Samsung Galaxy against iPhone is a highly effective form of marketing.

But, as you can imagine, these are very rare cases. Apart from these exceptions, you should always avoid marketing or the use of negative marketing strategies to harm your rivals.

How to avoid marketing in your business
To avoid falling into negative marketing strategies, you must bet on ethics and integrity in all advertising strategies . You must focus your marketing strategies on highlighting the value and quality of your products or services, rather than discrediting the competition.