{"id":38451,"date":"2023-04-14T12:36:17","date_gmt":"2023-04-14T12:36:17","guid":{"rendered":"https:\/\/smps.org\/?page_id=38451"},"modified":"2026-04-03T13:32:11","modified_gmt":"2026-04-03T13:32:11","slug":"what-is-marketing","status":"publish","type":"page","link":"https:\/\/smps.org\/what-is-marketing\/","title":{"rendered":"What Is Marketing?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"38451\" class=\"elementor elementor-38451\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-162ec4ef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"162ec4ef\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6bf3791e\" data-id=\"6bf3791e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-290cd91c elementor-widget elementor-widget-heading\" data-id=\"290cd91c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">WHAT IS MARKETING?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7797d696 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7797d696\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-59e77af1\" data-id=\"59e77af1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32578123 elementor-widget elementor-widget-heading\" data-id=\"32578123\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketer is the Society\u2019s award-winning bimonthly journal, reporting on current business development and marketing practices, issues, and trends.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-321ea7b\" data-id=\"321ea7b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-758981ef elementor-widget elementor-widget-text-editor\" data-id=\"758981ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Regularly cited as a top benefit of membership, <em>Marketer\u00a0<\/em>provides original, knowledge-based content relevant to A\/E\/C professionals: innovative marketing, management, and leadership strategies, case studies, and lessons learned. Articles are written by industry practitioners and experts who face the challenges of marketing professional services every day.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f76eebd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f76eebd\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-4b184ed\" data-id=\"4b184ed\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d71158d elementor-widget elementor-widget-heading\" data-id=\"d71158d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">An updated definition to support today\u2019s business strategies.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-4c6acba\" data-id=\"4c6acba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4aa0f50 elementor-widget elementor-widget-text-editor\" data-id=\"4aa0f50\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Although marketing is a term that most A\/E\/C marketers use every day, have you ever considered what the definition of \u201cmarketing\u201d is?<\/p><p>As you can imagine, even within the A\/E\/C industries\u2014from region to region, and firm to firm\u2014you\u2019ll get a variety of opinions.<\/p><p>However, for the purposes of the definition of marketing in the A\/E\/C industries, here is how SMPS defines marketing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3baa662c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3baa662c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b6ac59c\" data-id=\"4b6ac59c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d84a0f4 elementor-widget elementor-widget-heading\" data-id=\"d84a0f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketing:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cd6eea0 elementor-widget elementor-widget-text-editor\" data-id=\"1cd6eea0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><em>The process of creating firm awareness; building and differentiating the brand; driving business development activities; and identifying, anticipating, and satisfying client objectives to achieve profitable business goals.<\/em><\/strong><\/p><p>Let\u2019s open that up a bit, shall we?<\/p><ol><li><strong>It\u2019s a process.<\/strong> This means marketing is not a one-time event, and definitely not a thing you can set and forget.<\/li><li><strong>This process is about creating firm awareness.<\/strong> This includes creating visibility and recognition of your firm\u2019s name, presence in the market, and reputation to help prospective clients become aware of the pain points your firm can solve, giving you an edge over the competition.<\/li><li><strong>Differentiating your brand is the process of determining your firm\u2019s niche and capitalizing on your strengths to create awareness of your firm, inform how your clients feel and think about your firm, and distinguish your services from the competition.<\/strong><\/li><li><strong>Marketing should drive business development activities.<\/strong> Some firms may frame this differently, but this is why SMPS views <a href=\"https:\/\/smps.org\/what-is-business-development\/\">business development<\/a> as a subset of marketing.<\/li><li><strong>And finally, marketing serves to help achieve profitable business goals through identifying, anticipating, and satisfying client objectives.<\/strong><\/li><\/ol><p>In short, although there are creative and sometimes artistic elements to marketing, we view marketing as a business-centric activity. Orienting your firm toward delivering profitable projects and exceeding client expectations will help bring in more work to your firm and meet financial goals. This is business <em>transformation through marketing leadership<\/em>.<\/p><p>And firms that fail to see marketing as a business-critical strategy are far less likely to thrive in today\u2019s hyper-competitive environment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-946869b elementor-widget elementor-widget-video\" data-id=\"946869b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=0Ie8DT9tf3k&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bfb941 elementor-widget elementor-widget-heading\" data-id=\"7bfb941\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">About SMPS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f0a852 elementor-widget elementor-widget-text-editor\" data-id=\"0f0a852\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>SMPS <a href=\"https:\/\/smps.org\/members\/\" rel=\"noopener\">members<\/a> have access to the best <a href=\"https:\/\/smps.org\/events\/\" rel=\"noopener\">marketing<\/a> and <a href=\"https:\/\/smps.org\/learning\/\" rel=\"noopener\">business development training<\/a> in the A\/E\/C industries. With a <a href=\"https:\/\/smps.org\/resources\/\" rel=\"noopener\">library<\/a> of publications, conferences (large and small), certification, and other knowledge and professional development opportunities, SMPS is the only organization dedicated to creating business opportunities in the A\/E\/C industries.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e81131c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e81131c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ea3bd07\" data-id=\"ea3bd07\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb4421d elementor-align-justify elementor-widget elementor-widget-button\" data-id=\"eb4421d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/smps.org\/join-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\"> JOIN SMPS<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-551cf977 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"551cf977\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-58aef80c\" data-id=\"58aef80c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-313e5cca elementor-widget elementor-widget-heading\" data-id=\"313e5cca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Newsletter<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57503b5e elementor-widget elementor-widget-text-editor\" data-id=\"57503b5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tSign up for the Marketer QuickLook Newsletter\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5cc7687 elementor-widget elementor-widget-html\" data-id=\"5cc7687\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div id=\"mc_embed_shell\">\n  <link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/classic-061523.css\" rel=\"stylesheet\" type=\"text\/css\">\n\n  <style type=\"text\/css\">\n    #mc_embed_shell,\n    #mc_embed_signup {\n      width: 100%;\n    }\n\n    #mc_embed_signup {\n      background: transparent !important;\n      clear: left;\n      font-family: Helvetica, Arial, sans-serif;\n      max-width: 900px;\n      width: 100%;\n      margin: 0 auto;\n      padding: 0;\n      color: #eef4fb !important;\n    }\n\n    #mc_embed_signup_scroll {\n      width: 100%;\n    }\n\n    #mc_embed_signup h2 {\n      display: none !important;\n    }\n\n    #mc_embed_signup form {\n      padding: 0 !important;\n      margin: 0 auto;\n    }\n\n    #mc_embed_signup .indicates-required {\n      display: block;\n      width: 100%;\n      text-align: right;\n      font-size: 11px;\n      color: #d8e6f5 !important;\n      margin: 0 0 18px 0 !important;\n    }\n\n    #mc_embed_signup .asterisk {\n      color: #ff8a8a !important;\n    }\n\n    #mc_embed_signup .mc-field-group {\n      width: 100% !important;\n      min-height: auto !important;\n      padding-bottom: 20px !important;\n      margin: 0 !important;\n    }\n\n    #mc_embed_signup .mc-field-group label {\n      display: block !important;\n      margin-bottom: 8px !important;\n      font-size: 14px !important;\n      font-weight: 500 !important;\n      color: #eef4fb !important;\n      line-height: 1.4;\n    }\n\n    #mc_embed_signup input[type=\"text\"],\n    #mc_embed_signup input[type=\"email\"] {\n      width: 100% !important;\n      box-sizing: border-box !important;\n      margin: 0 !important;\n      padding: 14px 16px !important;\n      border: 1px solid #cfddee !important;\n      border-radius: 0 !important;\n      background: #dbe9f7 !important;\n      color: #223244 !important;\n      font-size: 14px !important;\n      line-height: 1.2;\n    }\n\n    #mc_embed_signup input[type=\"submit\"],\n    #mc_embed_signup .button {\n      display: inline-block !important;\n      width: auto !important;\n      min-width: 110px;\n      height: auto !important;\n      margin: 8px 0 0 0 !important;\n      padding: 11px 18px !important;\n      background: #4f6882 !important;\n      color: #ffffff !important;\n      border: none !important;\n      border-radius: 4px !important;\n      font-size: 14px !important;\n      font-weight: 500 !important;\n      line-height: 1 !important;\n      cursor: pointer;\n      box-shadow: none !important;\n    }\n\n    #mc_embed_signup input[type=\"submit\"]:hover,\n    #mc_embed_signup .button:hover {\n      background: #435a71 !important;\n    }\n\n    #mc_embed_signup #mce-success-response,\n    #mc_embed_signup #mce-error-response,\n    #mc_embed_signup .response {\n      color: #eef4fb !important;\n      margin-top: 12px !important;\n      font-size: 13px;\n    }\n  <\/style>\n\n  <div id=\"mc_embed_signup\">\n    <form action=\"https:\/\/smps.us5.list-manage.com\/subscribe\/post?u=e884f70da54117d730aa303b3&amp;id=15a972cc2f&amp;f_id=0079ede0f0\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\">\n      <div id=\"mc_embed_signup_scroll\">\n        <h2 style=\"display:none;\"><\/h2>\n        <div class=\"indicates-required\"><span class=\"asterisk\">*<\/span> indicates required<\/div>\n\n        <div class=\"mc-field-group\">\n          <label for=\"mce-FNAME\">First Name<\/label>\n          <input type=\"text\" name=\"FNAME\" id=\"mce-FNAME\" value=\"\">\n        <\/div>\n\n        <div class=\"mc-field-group\">\n          <label for=\"mce-LNAME\">Last Name<\/label>\n          <input type=\"text\" name=\"LNAME\" id=\"mce-LNAME\" value=\"\">\n        <\/div>\n\n        <div class=\"mc-field-group\">\n          <label for=\"mce-EMAIL\">Email Address <span class=\"asterisk\">*<\/span><\/label>\n          <input type=\"email\" name=\"EMAIL\" id=\"mce-EMAIL\" required value=\"\">\n        <\/div>\n\n        <div id=\"mce-responses\" class=\"clear\">\n          <div class=\"response\" id=\"mce-error-response\" style=\"display: none;\"><\/div>\n          <div class=\"response\" id=\"mce-success-response\" style=\"display: none;\"><\/div>\n        <\/div>\n\n        <div aria-hidden=\"true\" style=\"position: absolute; left: -5000px;\">\n          <input type=\"text\" name=\"b_e884f70da54117d730aa303b3_15a972cc2f\" tabindex=\"-1\" value=\"\">\n        <\/div>\n\n        <div class=\"clear\">\n          <input type=\"submit\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\" value=\"Subscribe\">\n        <\/div>\n      <\/div>\n    <\/form>\n  <\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>WHAT IS MARKETING? Marketer is the Society\u2019s award-winning bimonthly journal, reporting on current business development and marketing practices, issues, and trends. Regularly cited as a top benefit of membership, Marketer\u00a0provides original, knowledge-based content relevant to A\/E\/C professionals: innovative marketing, management, and leadership strategies, case studies, and lessons learned. 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