Wednesday 17 June 2009

What's the Role of Marketing in Business...?

Marketing is still a young profession in Ireland. It involves Planning and Thinking.......not an instinctively great space for us Irish!! We prefer running across the Somme dodging bullets and regaling people in the bar afterwards with our exploits! Romantic and charming definately, but not the way of the future. I learned a long time ago, if you know a few good basics you can go a long way.........Here's a few secrets..........please don't tell anyone!!

1. Marketers are at heart- Customer advocates (like nurses are for patients). They put the Customer in the centre of all they do and use tools, logic, guile and wit to reach them and give them reasons to buy.

2. Most Businesses what fail or struggle fundamentally don't understand Customers or how to interact with them. Without that what hope have you of selling to any of them??

3. S.T.P...........Those of us grey haired enough to remember will think this had something to do with the prevention of teenage pregnancies but it 's at the heart of any Marketing activity.

S= Segment your Customers (or decide who to focus on/chase/go after)-Not all Customers are equally important to you (or you to them!!)-Avoid pestering the wrong people!

T= Target those Customers or groups (Gen Y iPod users etc) you want to Communicate with. Get to understand them as a group. What are their behaviours, means of buying. Who influences them? Do they shop online? Buy through word of mouth (W.O.M.) etc

P= Positioning I recall from my own CIM studies this is 'creating a space in the Customer's mind'...A space for YOU. Today we call this 'messaging'. The role of Marketing is to give clear and consistent messages to Customers over and over again. This build Brand Trust, then Loyalty and this adds to Brand Equity.

Marketing's mantra is to 'get more for less'. This is about focus and precision as opposed to a mass approach. (Sniper Approach v Gatling Gun!) It will improve your Effectiveness and move you up the Value Chain


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