Engage to Earn Is Everything in Marketing

By Joseph Jaffe

When I first read Philip Kotler’s textbook in 1990 as a business science undergrad at the University of Cape Town in South Africa, I was hooked: the 4 P’s, STP (segmenting, targeting, positioning), branding. The very fundamentals of marketing coursed through my veins.

Fast forward to my first job at Nando’s Chickenland. Touting the gustatory magic of peri-peri chicken ruined me for life. This is where I got to live first-hand the vision of Silicon Valley marketing expert Regis McKenna: Marketing is everything. And everything is marketing. To this day, it’s hard for people to get how powerful this statement is when allowed to realize its potential. Some are threatened by it, when it should give them the ultimate blanket of protection and comfort.

The contemporary expression of the “Marketing is everything. And everything is marketing” mantra can be found in a high-growth but often underappreciated sector of marketing: Engage to Earn.

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Courtesy of The Association of National Advertisers