I’ve been asked this question more lately than ever before, not only by clients but other marketers. Everyone has a slightly different idea about what marketing consists of, is, or what it should be. Some describe it with a focus on product sales or customer acquisition, others direct their attention toward communications, social media and/or public relations, while some believe all they need is a catchy theme or promotion. Then there are many who think a website with a search optimization plan supported by digital ad buys is all that is necessary. There are so many channels and new technologies, how can you be sure what will work?
Depending on education and experience it seems to be very different for every marketer, company or organization. In fact, many of the marketing service options that a client has to select from have become so verticalized that the firm you call on may only do one, two or three things well, so you will get pushed in that direction. Who is looking at the big picture? If you have not seriously viewed the whole array options from a space station to Earth POV, you have not stepped back far enough.
Is it confusing? Yes, it can be. Staying on top of the latest and greatest technologies is a given for those in our industry. However, knowing more can also lead to more questions. Such as, which AI integrations are best? How much budget does one allot to each marketing tool or channel? How do I know what content is safe to use ubiquitously for a brand? Are there any success or revenue guarantees? Is there something better working for competitors that I have not discovered? What is the best way to test messaging?
For a preview of posts to come, we explain a clear process and the tools available for acquiring a deeper understanding of a target audience or multiple target audiences. We will explain more about data-driven personalization and how to use story telling in your content marketing. We’ll cover examples of what it means to build a strong social media presence, how search engine optimization and direct marketing can power-boost your website presence and sales, and why video content remains king and how it can used most effectively.
We will also discuss the value of AI-powered insights and tools, explain multiple channel marketing, and why keeping customer experience and a pulse on their feelings is key. We will outline the importance of competitive awareness, measurement and analytics and unpack digital platform dominance. These are the basic components of marketing and are all essential building blocks for creating a powerful, memorable brand identity. Keep an eye out for our next post.
Sagon-Phior is a brand and business marketing agency for national and global organizations in technology, healthcare, financial services, lifestyle, entertainment and non-profit categories. For more information, go to Sagon-Phior.com
