Posts Tagged 'Marketing'

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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Kiss the principle

Jumping Brain by Emilio Garcia
Image by “lapolab” via Flickr

Every 1 out of 5 clients offer you a brief and end it with the acronym: K.I.S.S.. Likely they add words like result, target, goal. and ROI. “OMG – There we go again, headache!”

Reading K.I.S.S. in the brief used to put me off … “Excuse me! You don’t want my fantastic new and never-seen-before ideas? You don’t want me to be truly creative and rock the consumer’s world?” It feels like the worst repulsive thing to tell a creative director to keep it simple and STUPID. When a brief said explicitly K.I.S.S. I replied: “my ass. “I didn’t want the job. Simply because I didn’t believe K.I.S.S. would lead to better results. I believe in Engagement in Discovery. I want to treat the consumer as smart, able to think, and digest a message.

Maybe it’s age or weariness. Since a year or so I’m following K.I.S.S. as well without rebellion. Two mandatory reasons:

Continue reading ‘Kiss the principle’

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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Tag Marketing

With tagging you could describe anything as anything and search for items in a fashion that is more in line with the way people really look for things. How to split an atom

Acadiane 1986, France, june 2005
Image via Wikipedia

If you can’t explain Tagging from a users point of view, no company would see the use of it. It’ll only sound like a lot of work and a nerd thing. My approach to explain is based on this car salesman. A client enters his show room and without looking around he starts asking. “I’m looking for a nice car. Do you have one that is affordable in a 2.0 liters series?” The salesman instantly knows which Citroen matches. The client continues: “Does that come with that beautiful soft grey leather and a navigator?” The client is still standing at the door. The salesman shows three photo’s of his collection. “These three match your criteria.” he replies. It turns out to be less affordable but the client accepts, picks one and wants like a test drive. Sold.

If all information online would be offered like this you wouldn’t need to search, read, or browse. You would be able to instantly find your way to your information. You also throw away large and complex websites. You need nothing but one page with a search field. It only requires some skill to systematically add tags to your content. But I think even a child could do that. It’s a matter of will.

Tags can be used with semantic ordering your information. The question for the 2.0 liter simply pushes away all smaller options and brings the bigger ones to the front. It’s a natural way to determine what to offer. Delicious example of using tags. 🙂

Tagging also makes marketing a bit easier. You don’t have to be honest in giving tags. Just be careful not to push it too far since the client is not totally stupid. Don’t tag the Citroen C5 navigator as ‘user friendly’.

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