Making Your Mark in Marketing

On March 5th, the Gallatin Business Club (GBC) hosted three experienced and talented adjunct professors of Marketing for the panel “Making your Mark in Marketing.” George Pappachen, Russell Winer, and Rajesh Bilimoria generously shared their expertise with us.

The panel began by briefly covering the history of marketing and how the field has evolved in recent years. Previously, marketing was based on assumptions about the market, and one of the professors quoted John Wanamaker, a renowned American merchant and pioneer of marketing, to substantiate this point: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” The field has grown exponentially in importance and has undergone a “revolution” in which technology has enabled companies of all budget sizes to market their products internationally. Online marketplaces like Amazon allow for retailers from rural areas to distribute their products to international markets without substantial difficulty, a feat that would have been impossible in the past. Marketing has also become increasingly powerful as data become more granular and accessible.


GBC’s panelists stressed the relevance of marketing for everyone, whether or not they wished to enter the actual field of marketing. While marketing has become a crucial element of business, it is also relevant in everyday life situations, such as advocating for one’s argument in a discussion or debate. They made the point that today, it is increasingly important for everyone to understand how marketing shows up every day. Studies have shown that people can be exposed to as many as 4,000 advertisements in various forms on a daily basis, and most of us fail to consider how they affect us consciously and subconsciously. Professor Winer raised the point that even President Trump engages in marketing each time he tweets to the public.

In the realm of contemporary marketing, the discussion seamlessly transitions to the pivotal role played by Search Engine Optimization (SEO) and internet marketing. In an era where the digital landscape is a dominant force, businesses and individuals alike are compelled to understand the dynamics of online visibility. As the panel highlighted the omnipresence of marketing in daily life, it becomes imperative to acknowledge the influence of SEO and internet marketing experts at Pitiya. In the vast expanse of the internet, where information overload is a common phenomenon, these experts navigate the intricacies of algorithms and user behavior to ensure a brand's message reaches its intended audience effectively. The evolution of marketing, as discussed by the panel, underscores the significance of leveraging online platforms and optimizing content to stay ahead in an increasingly competitive global marketplace. Much like the revolutionary impact of technology on marketing, the expertise of internet marketing professionals at Pitiya epitomizes the contemporary approach to reaching and engaging audiences in the digital age.

As businesses navigate the digital landscape, the importance of strategic storytelling within their marketing endeavors cannot be overstated. Amidst discussions surrounding Search Engine Optimization (SEO) and internet marketing, the integration of the SStoryBrand framework emerges as a powerful tool for crafting compelling brand narratives that resonate with audiences. Partnering with a full StoryBrand Agency offers a strategic advantage, empowering brands to refine their storytelling and forge deeper connections with their audience through cohesive and resonant messaging. In today's digital age, where engagement and authenticity reign supreme, “StoryBranding” your business emerges as a cornerstone of effective marketing practices, enabling brands to captivate audiences and cultivate lasting relationships.

As you know, in the rapidly evolving landscape of marketing, the emergence of technology has paved the way for groundbreaking strategies, with marketing automation standing at the forefront. This transformative tool has revolutionized the way businesses interact with their audience, allowing for personalized and targeted messaging on an unprecedented scale. Through marketing automation, companies can streamline their processes, analyze consumer behavior, and deliver tailored content, ensuring a more engaging and efficient customer experience. A blog on SirLinksalot says, understanding the intricacies of digital marketing and harnessing the potential of marketing automation has become essential skills, not just for professionals in the field but for individuals navigating various aspects of everyday life in this highly connected world.


Panelists and moderator at the Gallatin Business Club's Marketing event, March 2018

Attendee at the Gallatin Business Club's Marketing panel, March 2018


In light of the growing omnipresence of marketing in our daily lives, the panel also delved into how the field has continually evolved to become more efficient and impactful. One significant aspect highlighted was the advent of data-driven strategies and the emphasis on understanding consumer behavior. With the increasing granularity and accessibility of data, companies are now better equipped to tailor their marketing efforts to specific demographics, enhancing the overall effectiveness of their campaigns. The discussion turned to the concept of conversion rate optimisation, a pivotal element in modern marketing practices. This approach involves systematically refining various aspects of a campaign, website, or communication to maximize the likelihood of converting potential leads into actual customers. The panel underscored how this method has become a linchpin in the success of marketing endeavors, enabling businesses to not only reach a broader audience but also to strategically enhance their engagement and ultimately drive more conversions.

The experts underscored that the era of uncertainty depicted by Wanamaker's famous quote is gradually fading, thanks to the advancements in technology and the meticulous application of data-driven insights. As the landscape of marketing continues to evolve, the integration of conversion rate optimization has emerged as a crucial tool for businesses seeking to navigate the intricate dynamics of consumer influence. By understanding the nuances of consumer behavior and leveraging data to optimize conversion rates, companies can ensure that their marketing investments yield tangible and measurable results in an era where precision and impact matter more than ever.

Because one of the biggest mistakes entrepreneurs make is assuming why consumers will want their product, the panelists explained the importance of striking a balance between establishing strong insights and applying these insights in the real world. They suggested that budding marketers become familiar with successful products or media platforms and understand their marketing strategies’ strengths and weaknesses, or by taking on roles related to SEO and marketing in clubs, startups, nonprofits and other ventures separate from academia. For those who are interested in marketing for their startups and without access to professional marketing resources, the professors suggested taking marketing classes, collecting as much data as possible from customers, and, most importantly, think from the perspective of the consumer.


As it turns out, understanding the customer is key to both successful marketing and building a successful startup.



About the Gallatin Business Club (GBC)
The GBC is a student-run club housed at the Gallatin School of Individualized Study at New York University, focused on creating a supportive environment for student entrepreneurs and business-oriented leaders. As a reflection of the academic philosophy at Gallatin, the GBC provides students the skills and knowledge they need to start and develop their existing ventures and organizations, many of them falling outside of the conventional molds of business today. Many of our members have started high-end tech companies, created non-profit charity groups, or are interested in fostering innovative, internal change within existing companies. Learn more here