Archive for the 'Real Marketing' Category

Does anybody know what marketing means?

4 P's Marketingmix, Language: nl

4 P’s Marketingmix, Language: nl (Photo credit: Wikipedia)

Maybe it’s time to think of a new name for the philosophy and activities that encompass the term Marketing. In my experience when people say “marketing” they actually mean ‘marketing communication’. A big dutch bank has product management and marketing as seperate departments. They consider it to be different things. But according to the theory Product management has to do with the product which happens to be the first and probably most important P of the marketing mix. Creating value for customers starts with offering something they want and are happy to buy. But when even big professionally lead companies use the term marketing really only for the communications part, how can we expect less professionally lead companies to do it right.

Marketing has 4 P’s. And when the product is awesome, the need to sell it, brand it, communicate it, price it and distribute it is much less important.

Buggaboo sees it;s design department as leading and marketing is supporting. But hey!!!!! Designing the product is integral to the marketing idea. Again a company with people that have degrees in marketing that treat marketing as if it only encompasses the communication and branding part. So maybe it is a lost battle to have 4 P’s in marketing. Time for a new name for what marketing really encompasses? Creating value for selected people. How about “Customer Value Development” department.  Cuz that is what it’s all about! With a fitting good or service (combined as a product), that specific people perceive as valuable and can easily acquire at a price they feel is value for money to them.

Any suggestions for a better name?

Or should we as marketeers stop giving the wrong example and put all 4 P’s together and make it marketing again?

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Advertisement is coming to you this Summer

Japanese toilet paper includes QR codes

Who though you could place advertisement on any printable surface is right. We’ve seen ads on toilet paper, napkins, table cloth, even that dirty bit of fake nylon tissue on your air plane seat is used to communicate the benefits of a travel insurance. But that’s not all. Media agencies, ad agencies, and apparently airlines push the boundaries to sell any surface to the highest bidder. And they recently sold your ticket.

Ryanair is currently experimenting with adding advertisement to your home printed airline ticket. Not a big deal maybe… it’s nothing more than just something like a web banner. A small square next to the barcode BUT there IS actually more to it.

They are not JUST adding advertisement but they’ll add customized advertisement based on your profile. Your travel information will give the airline the power to adjust the advertisement to your ‘needs’ so to say. Whether you are a boy or a girl, whether you fly to London or Oslo, whether you are 18 or 43. This personal data will be shared and sold.

It’s a very smart way of offering your data to the market. “And since you are cheap flying with us, you will be more willing to buy whatever we offer”, Ryanair must have been thinking, selling your info. Shouting BUY ME, VALUE FOR MONEY or NEW AND IMPROVED on the plane ticket will increase any sales … right? Or might it make us more and more blind to any commercial message? Does an overkill on advertisement evoke a blind spot?

Blind spots on Time Square

Unless they are smart … so please mr. ad campaign use that ticket well …

The better creative ads you can find here.

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Free Value

W139 Art Space Free Entrance
Image by marc0047 via Flickr

Products that are ‘free’ or ‘gratis’ have no value to the consumer. It’s a trial, a one-off that is not interesting, not appealing and too easy to get. Being given or handed out to the consumer makes it even more ludicrous.

Still …

Clients want to give their product away. ‘Free sample’, ‘Free entrance’, ‘Free newspaper’.

I’m the last to fight the fact that free stuff does work in some occasions but please … Continue reading ‘Free Value’

Budget redesign

Coins and banknotes, two of the most common ph...
Image via Wikipedia

Social media, search engine optimization, e-mail marketing, adwords,……… What is the impact on your business? But another question is, What impact does it have on the allocation of funds within your budget? Just adding people to use the new technologies in your favor is probably not an option. Something has to give. In most organizations the amount that can be invested in marketing communication and in other marketing responsibilities (research, product development) will not be allowed to grow. What will the marketing department have to give up in order to invest in the future? You can’t have it all mister marketing manager!

Again the necessity of spending a lot of attention on accountability of everything marketing is investing money on will be key to deciding on what to keep and what to cut or spend less on. A redistribution of funds, for people and the rest, is necessary.

Try to define for your own organization what is the least successful investment and swap it for new, more innovative ways of creating value and letting people know about it.

Gert-Jan Scheers

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Marketing to the top

Nautical Compass
Image by Just Us 3 via Flickr

A very recent study by Prof. Leeflang and Prof. Frambach showed a big difference in the perceived value of marketing’s influence on the succes of organiszations in Europe and the USA. Marketing in Europe seems to be pushed back to only one P, Promotion aka marketing communication. Product development seems to be back in the hands of R&D, Pricing with the people in sales and distribution…? In the USA and Israel marketing is still perceived as very valuable. Why the big difference between Europe and the USA? They didn’t give an explanation, at least not at the meeting I attended. I must read their book soon (it’s in Dutch).

Biggest reasons for the decline of marketing’s clout in the Euro boardrooms was Continue reading ‘Marketing to the top’

Marketing & Communication Department?

I love PR (public relations)

Image by JerrySilfwer via Flickr

Last week I visited a major bank. They guided me through their building and suddenly I noticed a sign: “Marketing & Communication” it said.

Those things puzzle me and make me feel sad. Don’t I understand or don’t they understand? How in heavens name can the manager of that department allow to have such a department in the first place. D

oes he or she know what marketing really is? I wonder.

Communication is a major part of marketing. It is one of the 4 P’s since before I was born (which is a long time ago, believe me). Most of my students who take Marketing 101 took it because they thought that’s what marketing is all about! So what does marketing do in that bank? Product management? Pricing? Distribution? Market/marketing intelligence?

Even David Meerman Scott adds to the confusion with the title of his latest book “The new rules of marketing & PR” And PR??? Since when isn’t PR a part of marketing David?

I urge every real marketeer to explain what marketing really is. Marketing as a business concept and marketing as a business activity. Developing value (goods/services), pricing it, selecting the best way for customers to acquire it and communicating with customers and prospects about the value created.

Gert-Jan Scheers

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