Jericho is the brainchild of Ian Williams, who for the last 15 years has been in marketing working for organisations such as American Express, Santander, Smith & Nephew, VarTec Telecom, Canada Life & Stannah Stairlifts.

So What is Marketing?
That is the million dollar question! It is the area that people working in a business' other departments typically struggle to understand more than any other. The reason? Well, marketing is such a broad church that differs from industry to industry and business to business.

For example, in the B2B sector it might simply be looked upon as a sales support function, however in the consumer sector it can be at the very heart of driving revenue into a business - with some sectors, such as Direct Marketing, marketing is actually the sales channel itself.

Marketing is often seen as being the same as advertising & promotion, however it is, of course, so much more. Marketing can cover a broad range of subjects, including Marketing Communications, Public Relations, Customer Satisfaction, Customer Insight, Marketing Research, Customer Engagement, Customer Relationship Management, Product Management, Product Development, Pricing, Channel Management, Web Management & Design. Often Marketers struggle to keep abreast of this broad range of subjects!

Marketing, however, isn't just a business function - it is a state of mind - a philosophy.

The Chartered Institute of Marketing defines marketing as:

"...the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

Jericho, however, expands upon this definition a little:

"Marketing is the management process of optimising every interface between an organisation and its audiences, with the purpose of identifying, anticipating and satisfying customer requirements profitably"

The world has changed...
Over the last 15 years, Marketing has changed more than at any other time in it's history. The introduction of the internet has brought with it countless opportunities for business to interface with the public. But it hasn't been an easy journey.

Back in the early 'naughties' people got enthusiastic about the opportunities presented by the internet without really understanding the true potential of the medium. People started to question the real potential of the internet as an advertising and sales portal, and the dotcom bubble rapidly 'burst'.

...and continues to change...
Over the past few years however, companies such as Google, Apple, Facebook, Blogger, YouTube & Twitter have changed the way that people are using the internet. The introduction of the mobile internet, blogging & podcasting have meant that everyone is able to post and access engaging and real-time content, radically enhancing the potential of the internet. The change is not likely stop either, with the impending and extremely exciting web 3.0 wave looming large on the horizon.

Challenges
The web 2.0 revolution, under the banner of "know me, like me, follow me" is migrating marketing from being a push activity towards being more focused on drawing potential customers into a relationship through the use of engaging content.

The rapid rate of change relating to internet technology has, however, meant that there are a few aspects of web marketing that the world still hasn't been able to properly get to grips with. Many people still question the value of blogging and most people see Twitter as being nothing more than 'white noise' used by celebrities to massage their egos. These technologies are, however, so much more than that.

Jericho's approach
Through a combination of established marketing techniques and the utilisation of modern internet know-how, Jericho is able to work with companies to cut through the 'white noise', creating low or even sometimes zero-cost marketing activity that can generate a strong return for your business.

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