Successful Marketing

FIRST THINGS FIRST

A number of Marketers get lost pursuing warp-speed growth in a flat world by milking the purple cow or chasing the long tail while simultaneously trying to answer the ultimate question to move from good to great and realize a tipping point.

WHAT'S YOUR STORY?

Indeed, I do subscribe to all these marketing principles as a useful framework. Nevertheless, with reverence to Mr. Collins, Mr. Covey, Mr. Friedman, Mr. Gladwell, Mr. Moore, and the rest of the marketing sages, by and large I prefer to subscribe to Seth Goodwin’s lesser known manuscript that all marketers are liars -- where he explains in low trust world "the power of telling authentic stories" is the best source of growth and profit.

Don't believe me, look at...

WORLDVIEWS

Seth points out that people don't want to change their worldview. They like it, they embrace it and they want it to be reinforced. Also, people like being in sync with their peers. From a BUZZ GAP ^TM Marketers point of view, the various venacular -- "thought leaders", "early adopters", "organizers", "mavens", "connectors", "sneezers", "networkers","influencers", "buzz agents", etc. are all nuences of the same theme -- the best leverage comes from individual's that have a healthy dose of "I gotta share this!" with like minded worldview groups.

SOCIAL PLATFORMS

BUZZ GAP ^TM Markerters embrace the proliferation of interconnectivity and interactivity of web-delivered content. The social and technology trends that collectively form the basis of Web 2.0 are characterized by user participation, openness and sharing enabling viral acceleration. Learn more...

Three R’s for

SUCCESSFUL MARKETING

in Economic Chaos

REALISTIC

Check your sanity. If you subsist in delusion, it will eventually come to an unwelcome end. If external conditions like the economy change, adapt to the new reality. You will only thrive long term in the factual world. Don’t let your opinions prejudice decisions. Pragmatically consider facts, don’t base conclusions on idealism or inclinations. Reality as a rule wins; it constantly catches up and demoralizes false notions.

REASSESS

Measure/quantify Return on Marketing Programs (ROMP). Evaluate resources -- funds, people and time for each promotion.

In todays fast-paced, message cluttered world, sophisticated marketers must focus on applying integrated marketing communication that’s effective across media platforms, relevant, targeted, and consistent over time to move prospects from "awareness" to "action".

Continually verify your customers’ worldviews, that’s where your value resides. Ultimately, it does not matter what you think, it’s what your customer’s believe and experience that drives their behavior.

Invest more on the uppermost return on campaigns, promotions and lead generation activities. However, don’t ignore marketing channels entirely or else you are liable to miss opportunity to further cultivate relationships in addition to potential long tail growth opportunities.

RETRENCH

Economize. Tighten your belt wisely. Trim and reduce marketing initiatives prudently. Cut back on what’s not working. Don’t guess what’s working and what’s not -- measure, adjust and adapt. Retrench does not mean reposition; it means logically re-evaluate and execute more precisely. Learn more...

BUZZ GAP

TRIBAL MARKETING ^ CHASM CROSSING