You’re Not a Marketing Guru?
26 September 2013 2 Comments
This article has been bouncing around in my head for a little while. Mostly because I haven’t found time to try research it properly and write it up, but here it is as last.
I have been working in sales and marketing for more than 20 years and enjoyed considerable success in my work as a marketer, but I do not claim to be an expert or guru. Then again, how could anyone credibly claim to be an expert when you take a look at the diagram below?
The communications channels shown in the diagram do not represent a complete picture by any manner of means – if I had put everything down, the diagram would have become so complex that it would have been almost impossible to understand.
In the old days, Marketing was much more straightforward with only a few ways to communicate with the market. Now we count more than 60 ways to engage with your market and thousands of individual branded variations in the mix.
This is where a lot of CEOs, accountants and technicians from medical types to IT entrepreneurs that I’ve met over the years haven’t quite realized yet that it is no longer just about a bit of PR and advertising with a bit of social media chucked in on the side, its much more complex these days.
In today’s fast moving connected marketplace, the sheer number of channels available makes it almost impossible to be an expert in all of them, especially some of the more arcane ones.
Setting aside things like the message, its quality of the messages and so forth, these days our experience shows that a key part of success lies in identifying which of the many communications channels is relevant to your market.
For example, there is absolutely no point in investing a fortune in marketing on Facebook if your target market doesn’t use Facebook as a way of finding out about the kind of products and services you sell. That would be a bit like trying to sell premium beef burgers to vegetarians.
This is something we recommend strongly that you do as part of the development of your relationship with you market. Find out how your target decision makers look for information on the kind of products you sell and concentrate on those channels because they are where you are most likely to get the best return for your marketing buck.
If you do, take the time to do this, experience shows that you increase the chance of your campaigns being successful and generating the demand your business needs.
About the Author
Tim Sandford spent the last 22 years working in sales, marketing and senior management. He enjoyed considerable success as a sales professional, a sales manager, Sales and Marketing Director and company Director. He is market and customer focused with a track record of helping companies in areas covering everything from raising investment capital through to the strategic market direction of the business. A key part of his experience has been enabling companies to achieve their business goals often by helping them bridge a gap between the market expectation and the company’s starting position. This is what underpins the processes outlined in my book – The Market is Always Right! (even when you think its wrong).