When pastors, church elders and leaders hear the word "marketing," they probably say that it has no place in the church.
Investopedia defines marketing as the acts associated with "buying and selling a product or service... which normally includes advertising, selling and delivering products to people." We do these best through managing the four P's of marketing, namely product, price, place and promotion.
We think that marketing has no place in ministry because Jesus and the Bible never marketed the Gospel. Others will argue that the Gospel doesn't need packaging and promotion and can propagate itself. While it's true that the Gospel is without a shadow of a doubt powerful and effective, I would like to believe that it's the most packageable and promotable message theres is today.
Paul said in 1 Corinthians 9:20-21 that "To the Jews I became like a Jew, to win the Jews. To those under the law I became like one under the law (though I myself am not under the law), so as to win those under the law. To those not having the law I became like one not having the law (though I am not free from God's law but am under Christ's law)."
What was Paul doing here? Was he not packaging himself and the message that he had to be delievered? Marketing exists all over the Bible. Jesus used parables to deliver messages, David used the platform of politics to propagate the fear of God, Nehemiah raised funds by compellingly giving a testimony to other kingdoms. The list could go on and on.
There is no denying, however, that there is a danger to marketing the Gospel when we start distorting the message to make it more appealing. That side of marketing we should never consider doing -- omitting from and adding to the truth to make it more palatable.
However, using various packages and channels (social media, blogs, television) is not only necessary, but it is already being done. So if we're already doing it, why not do it better? Learn the trades of marketing and promotions from the point of view of businessmen and non-profits. If there is any other message that should be marketable, it's the Gospel because it's the best product there is, it's available for the biggest target market, everyone, and it is completely given for free!
Churches need marketing. Marketing is not from the devil. It's from God. The only challenge is if we're doing it well while keeping the message of the Gospel intact.
