There are no tricks, magic bullets or shortcuts when it comes to strong, successful marketing. The fundamental principles and methods for establishing value, determining positioning, working within sales cycles, building distribution, understanding and adapting to customer behaviour, communicating effectively, and enacting an overall marketing and sales strategy are solid and reliable. There are new tools in the marketer’s toolkit to be mastered, but the fundamentals haven’t changed substantially.
Knowing how to play the rules of the marketing game is a surprisingly rare skill. Rarer still is knowing when and how to break them. Traditional 4 P marketing, digital and social marketing, big data and analytics in marketing, agile, lean, and responsive marketing, and all the other flavours of marketing that come and go, none of them work if the fundamentals are flawed.
Marketing activity is 90% about execution. Delivering what is needed, when it’s needed. What differentiates competent marketing from great marketing, however, is an underlying layer of deep insight and adaptable strategy. I bring the ability to see the strategic layers of your business.
Whatever your business, the environment is complex and changing. Customers, competitors, channels, direct and tangential trends and influences, geography, government and a dozen other factors make up a complex market ecosystem in which your company will succeed or fail. Marketing planning and execution which is driven by proper insight and understanding of this ecosystem is an edge that allows you to beat the odds and succeed where competitors fail.
The most effective communication, in business as in life, is clear and simple. It is genuine and honest. It’s relevant and interesting.
Too often we lose sight of these simple ideas. Messages become complex and confusing instead of simple. Marketing practices are designed to manipulate instead of engage. We talk about what is interesting to us, not to our customers. It’s easy to fall into these bad habits, and your business pays the price for bad marketing.
You can do better.