“Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.”
– Seth Godin
Going to market was always about winning customers and then keeping them. Conquest has always been more expensive. The desire to keep customers has seen global initiatives in customer service, loyalty programs, the explosion of CRM systems and more recently the value of big data where knowledge of customer behaviours leads to high levels of individualised offerings, tailored products and services, and predictability.
When we started to review websites and early digital marketing efforts at the request of our clients, we noticed one common absence. Thinking! What we mean by that is that we noticed expensive websites built and developed without any clear perspective of who the brand was trying to speak to, and how often, regardless of what the brand wanted to say. We found the same issues in social media and wherever we heard the phrase “content is king” we found nothing but hordes of orphan content messages. Subsequently, we saw the same in product development that moved so far away from the core as to be unidentifiable with the brands that produced these new products.
Time and time again we have seen the principles of Ansoff’s continuum of Market Penetration through to Diversification, the fundamentals of Positioning, of effective communication, of the hierarchy of effects, of the principles of selling and of customer engagement being ignored at great cost.
We understand that going to market more effectively is all about growth, or profit, or both. Our work in this area is closely aligned with our work on Customer Journey Mapping and plays a significant role in the identification of opportunities to disrupt both competitors and markets. The range of technology and software solutions to address these opportunities is mind-boggling but without great thinking – the risks of waste are very high. We encourage organisations to start with their priorities and our simple Growth and Profit Solutions Diagnostic will help identify these in the first instance.
Our Growth and Profit Solutions (GPS) Business Diagnostic will help you determine exactly which areas of your organization need to improve in order to experience more growth and profit. Then we can get to work on how digital can help.