The,Marketing,Unleashed,Okay,h marketing The 6 Cs of Marketing Unleashed
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
Okay, so we have all learned about the 4Ps of marketing in undergrad: Product, Place, Price and Promotion. If not, you can open up one of your old marketing text books, blow off the dust and read about it there.CUSTOMER In this day and age, a companys marketing strategy needs to be customer focused. Its about understanding the target consumer; their wants, needs and motivations. Not as demographics, psychographics or any other graphics, but as real people. Its understanding why customers do what they do (or dont do),when they do it and why they do it. Such knowledge is critical in marketing since having a strong understanding of buyer behavior will help shed light on what is important to the customer.CONSISTENCY Companies need to maintain consistency in their message; a practice called integrated marketing communications from packaging and advertising to sales promotion and publicity. This will maintain and reinforce a brands personality and image in a real life context and avoid doing something brainless like changing the distinctive color of the UPS truck to orange.CREATIVITY Creativity is imperative to attract attention in a world cluttered with thousands of messages. Creativity means laying aside the rules, and engages in out-of-box thinking so that marketers can reach beyond logic and structure and tap into their imaginations.Creativity Informs: Marketings responsibility to inform is greatly enhanced by creativity. Creativity makes marketing more vivid, and many researchers believe vividness attracts attention, maintains interest, and stimulates consumers thinking.Creativity Persuades: The ancients Greeks created legends and myths about gods and heroes -symbols for humankinds instinctive longings and fears to influence human behavior and thought. Todays marketers are doing the same thing; they are creating new myths, heroes and symbols like Ronald McDonald, the Can You Hear Me Now guy from Verizon, and more recently the Gecko from Geico Insurance. Creativity Reminds: Imagine using the same invitation, without any creativity, to remind people to try a particular product everyday for a month. The invitation would become stale very quickly. Only creativity can transform boring reminders into interesting, entertaining marketing communications. Nike is proof. Several commercials in a Nike campaign never mention the company name or even spelled it out on the screen. Each communication told a story. And, the only on-screen cue identifying the sponsor was a single swoosh logo inscribed on the final scene. CULTURE All marketing communications needs cross-cultural research to be able to succeed. Its simple to see things from your own perspective, assuming that everyone else in the world thinks exactly like you and should understand what's so great about your product or service. One of the most famous examples is Coca Cola translating the name into Chinese without back-translating it ("bite the wax tadpole"), ultimately resulting in a horrible response from an insulted society. Marketing books are full of examples like these. As David Ogilvy, known as the Father of Advertising, states, If you are trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think. COMMUNICATIONThis one is basic. Consumers dont want to be marketed to. Rather, they want to be communicated with. Good marketing communication creates value with target customers, speaks in their language and tells your story. Its about building long term, trustworthy, and profitable relationships with your customers. As Seth Godin states, its about reinforcing the lies that consumers tell themselves everyday (i.e. I look much better in these jeans from Abercrombie; they make me look sexy). CHANGE Marketing is not just a business function, but a process. There is a beginning, middle, but there is never an end. Marketers must constantly CHANGE as society changes. They should never be afraid to try something new.Marketing today is not what it was 2 - 5 - or even 20 years ago.Conclusion (not the 7th C)So there it is; the 6 Cs of marketing Customer, Consistency Creativity Culture Communication and Change.
The,Marketing,Unleashed,Okay,h