One vital ingredient of any successful company is their marketing strategy; whether the approach is traditional marketing or online marketing, the goal of telling your customer that you have a product that is for sale; it is also a make-or-break to the company whether the product will be successful or not.
I got this book regarding the principles and I definitely agree on it; here are some principles — well it is not official though — that are applicable and already proven in real-world situation which every decision must take it very seriously and can be apply also to your company:
1. Your customers aren't listening to you
As a marketer, you are more eager to make sales as your customers are making purchases. Usually, customers couldn't care less about you and your product and at the same time some of them are not interested to participate on any marketing program which you created. The key on this principle is communication and motivation to the potential customer who are very busy thinking about anything besides your message.
2. Being good is not enough — you have to be better
The world of Marketing — whether online marketing or traditional marketing — is a highly competitive field. You'll compete for shelf space, customer attention, and for sales and customer loyalty which is very difficult to retain this present times because customers are offered many options. The important ingredient on this is Innovation which some countries (like Philippines) are not particular with it. Innovate in how you produce and distribute you product in order to make it better and convenient for consumer. You need to do all this things, if not, your competitors will definitely eat you alive. It is not that marketers must reinventing themselves from time-to-time but they have no choice because of competition.
3. Marketing should be the most creative part of any business entity
This can considered as the most important ingredient of a successful marketing in every companies; times like this creativeness is an attribute or asset that is difficult to find. You know why? Simple, nobody invents a new product, writes a captivating advertisement, or even design an awesome event by following instructions or crunching numbers. Take note, simply you need to have a starting point for you imagination; you must have something unique and creative.
FYI, in marketing, everything you do must be unique. You cannot run the same ad over and over again, sell the same product year after year, or even use the same sales pitch on every customer or even client. The work of marketing department is constantly changing and evolves. On one book, the principle of Marketing is more than an art and science.
This is the reality which I think it is a challenge in every companies or any organizations; they will just run marketing as if marketers are just another bunch of bean counters. In reality, marketers — especially this time — doesn't have any formal training in creativity before taking marketing position which I think it is common today. Marketers need to swim against the stream in order to do good, creative marketing.
4. Marketing should be the most logical part of your business
This will oppose on my post above, do take note that you can't succeed just being creative in marketing. Great marketers are part artist and part scientist. They usually come up with a brilliant insight into what their customers need, and write it down in a least expected places — also known as EUREKA — in order to remember. The will head up to the office building and try to test the idea through customer surveys, test markets, sales projection, and more.
5. Everything is marketing
Everything your company does is marketing — that's the reality, in the sense that everything has the potential to influence customers and either increase or hurt sales.
Take note that this principles are applicable on online marketing and traditional marketing and it is not thought in schools.
