My Marketing Philosophy

What the heck is marketing?

mar·ket·ing (ˈmär-kə-tiŋ),  n. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1561]

Boiled down, I see marketing as communicating the value of a product/service to prospective customers.

Any decision to actually purchase and use a product is preceded by a set of “micro-decisions” that (out of context) look nothing like a decision to buy. Combined, these small choices make up the customer journey–which a good marketer knows begins long before the customer even knows he or she want to make a purchase. And it continues long after.

The Customer Journey

The job of a great marketer, then, is to make the product or service or brand available in the appropriate ways at each step in the journey. To do this right takes intelligence, strategy, foresight, and empathy. Great marketers can think like consumers at any stage in the journey and envision their wants and needs.

For example, as shown in the diagram above,  a marketer may run Awareness campaigns online or in traditional media to make people aware of the product or service in question. No purchase is expected at this point. When the consumer is considering making a purchase, he or she is already aware of you; but you can assist with the decision with Consideration campaigns which demonstrate your product’s reliability, credibility and general fitness. At this point, your Acquisition campaign has an easy job–take a primed prospect and call them to the intended action of making a purchase.

But the work isn’t done yet. The least expensive customer is a repeat customer, so the best marketers nurture the relationship with purchasers through Retention campaigns. 90% of marketers and advertisers think the job is finally done and the cycle is complete, but the capstone of a fully integrated marketing strategy is its Advocacy campaign in which happy customers become raving fans that feed into your consideration campaign

This job becomes much more sophisticated and accurate with good data–consumer demographic profiles, for instance–though intelligent professionals can build effective campaigns for even the newest companies and products using the principles of marketing.

If you like my marketing philosophy and want to talk about how I can help you grow your company by marketing your product, service, or brand; feel free to contact me.

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