Thursday, August 30, 2018

Marketing Fundamentals

In the age of social media marketing, mobile marketing, search engine optimization, geofencing and big data analytics it is easy to lose sight of some of the fundamental and timeless aspects of marketing. In this post, I intend to re-anchor us in those marketing basics. Here we go.

  • People buy stuff. This includes products, services and experiences. In the end, it is all about the customer.
  • Marketing is all about getting people to buy more stuff, preferably profitably and sustainably. 
  • Putting oneself in the customer's shoes and using common sense rules the day. Who is the customer? What is she thinking? What is she feeling? What problems does she need to solve? Where does she get her information? Where does she shop? How can she be influenced? How does she think about the category? What does she think about your brand? What will get her to "buy now"? What will get her to buy more?
  • In the end, if you are likable, treat people well, solve their problems and make them feel good, they will come back to you again and again.
  • Have enough marketing tools in your toolbox. Consider brand identity, key messages, advertising, publicity, word-of-mouth, direct response, product design, product features, package design, product range, pricing, distribution, merchandising, strategic partnerships, co-marketing, etc. Don't keep on coming back to the same tool over and over again because that is the tool that you know best.
  • In marketing, remember that less is often better than more, especially regarding design and messaging. 
  • More often than not, social status sells. 
  • Fear sells - but use it sparingly. 
  • Aesthetics usually matter - a lot. 
  • Ultimately, you want your brand to be a friend who is trustworthy and likable. 
  • Marketing is not "rocket science" but it does require an understanding of human psychology and it relies on careful analysis and intuition, basic blocking and tackling and out-of-the-box ideas. 
As you become more adept at emerging marketing sub-disciplines, don't lose sight of marketing fundamentals. 


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