Sections of this topic
Marketing: Planning and Strategizing
Sections of This Topic Include
Rules of Marketing: Old Vs. New
Makin’ the Marketing Strategy Happen!
Additional Perspectives on Market Planning
Also, consider
Related Library Topics
Learn More in the Library’s Blogs Related to Market Planning
In addition to the articles on this current page, also see the following blogs
that have posts related to Market Planning. Scan down the blog’s page to see
various posts. Also, see the section “Recent Blog Posts” in the sidebar
of the blog or click on “Next” near the bottom of a post in the blog.
The blog also links to numerous free related resources.
Library’s Marketing Blog
Library’s Public
and Media Relations Blog
Rules of Marketing: Old Vs. New
(The following article also addresses public relations — the opinions in the
article apply to both marketing and public relations. Note that many people
would assert that public relations are a form of outbound marketing.)
© Copyright Lisa
Chapman
What is Marketing? What is PR?
You’ve likely heard it before – in the digital world, “The
lines have blurred between Marketing and PR.”
What does that mean? How have the lines blurred? In order to answer these questions,
let’s take a look at the OLD versus the NEW rules of Marketing, as proposed
by David Meerman Scott in his bestselling
book, The New Rules of Marketing and PR.
The OLD Rules of Marketing
The message was delivered ONE-WAY, and CREATIVITY was the secret sauce that
commanded the audience’s attention. Among the fundamental concepts of
the OLD marketing paradigm:
- Advertising was the core tool
- The advertising message was generally crafted to appeal to the masses
- Advertising INTERRUPTED the audience with a one-way message
- Advertising engaged campaigns for a defined time period
- Creators focused on creativity – and award-winning campaigns
- Advertising and PR were different specialties, run by different people
The OLD Rules of PR
The ultimate goal: Spin a press release to capture reporters’ attention,
then get a clip of the story, to show that the message was viewed by the audience.
- Media comprised the toolbox, in order to get the message out
- A press release was the core tool
- Only significant news commanded the attention of the media
- It was all in “the spin” (or HYPE!)
- Quotes from third parties were an important element of a press release
- Press releases were meaningless unless a reporter decided that it was worthy
of a story
The NEW Rules of Marketing and PR
Since the internet is now one huge publisher, ANYONE can learn how to create
compelling messages and publish them. Getting found online is the science and
art. A few of the new rules include:
- People don’t want “spin” – they want authenticity
- People don’t want to be interrupted anymore (it’s now called
SPAM) - People don’t want to be ‘told’ (push marketing), they
want to be heard - People want VALUE (content), which develops relationships and trust
- Marketing and PR can reach niche audiences online in a wider variety of
ways - Content is KING, and stays online, with no end to the campaign
The New TOOLS of Marketing and PR
It’s no longer TV, radio, newspapers, magazines, direct mail, etc. Meaningful,
valuable CONTENT is the vehicle that captures audiences’ attention. It
is now found on:
- Websites
- Blogs
- Microblogs (Tweets)
- Social Media platforms (Facebook.com, Myspace.com, etc)
- Article Directories
- Videos
- Podcasts
- Etc, etc, etc!
Makin’ the Marketing Strategy Happen!
© Copyright Tove Rasmussen
Implementing a marketing strategy is a multi-faceted activity. A good marketing
strategy is driven by a clear, simple positioning statement. This makes it clear
to your employees and market, that the company is superior to the competition.
The marketing strategy encompasses the product or service offering, pricing,
promotion, and distribution – or delivery of the product or service to
your customers.
So, the marketing strategy is all-encompassing. It drives product features,
time from order to delivery, logistics, research and development, customer services
— in short, it drives what is key for all facets of the business.
Consequently, implementing a marketing strategy involves so much more than
marketing. It involves the whole company.
How you implement the marketing strategy depends on who you are in the organization.
Are you the president or the marketing director? If the organization has developed
a marketing strategy, both need to be aligned with the strategy, on-board and
enthusiastic.
The implementation of the marketing strategy can begin with the development
of the marketing strategy. The organization can be involved or informed of the
status of the development of the strategy. The input of operations, regulations, and sales can be part of the information that is used to develop the strategy.
Or the strategy can be developed by the management team and rolled out to
the company once it is completed. The extent to which each approach works depends
a lot on the issues involved with strategy development, the culture of the
company, and the buy-in to the plan by the company as a whole.
If, for example, operations were asked for an opinion, it is very important
to close the loop and let operations know what happened to the input. How it
was used in developing the plan and, if possible, how the input affected the
final strategy that was developed.
If the plan is being rolled out with no input, then it is critical for the
department heads to consider the expected response from their teams, and to
ensure the potential issues will be addressed. If unexpected issues are raised,
it is critical to research these issues and respond to them. However, the key
is to effectively demonstrate how the plan is in the interest of each department,
in particular, the growth of the company. Information that provides confidence
in this result is essential to provide, and an inclusive, enthusiastic, confident
tenor of the meeting is important.
However, it is much more than one roll-out meeting, or several roll-out meetings.
Implementation includes informal discussions in the hall, during chance
encounters, and in regular meetings. People will absorb the information, and come
up with excellent questions that need to be taken into account.
There is, of course, the formal implementation of the strategy as well. It
will translate into objectives for performance evaluations, possibly organization
shifts and changes.
As the company moves through the changes, focus on gaining some small wins
first. This increases confidence in the new strategy and increases momentum.
Keep it forefront in the company, and stay positive and flexible.
Additional Perspectives on Market Planning
Definition of Strategic Market Planning
Planning Your Market Strategy
How to Write a Marketing Plan
Market Planning Worksheet
Sample Marketing Plan
Target
and Market to Your Audience
Makin’
the Marketing Strategy Happen!
Understand
your Buyers’ Behavior: The Key to Effective Promotion
Products and Market Planning
Revisiting and Revamping Your E-Marketing Plan
First Steps to Marketing a Small Business
Learning How to Make Market Segmentation Work Again
What
Gandhi taught us about business planning
Steve
Harrison: Publicity Power
Sample
Marketing Plan
Strategic
Marketing
Marketing Ideas
Inexpensive Marketing Ideas For Small Businesses
100 Awesome Marketing Ideas You Can Use Right Now
Why Nonprofits Need a Digital Marketing Plan (applies to for-profits, as well)
10 Best Digital Marketing Ideas And Strategies To Grow Your Business
Top 25 Digital Marketing Tips & Ideas From The Pros
For the Category of Marketing:
To round out your knowledge of this Library topic, you may
want to review some related topics, available from the link below.
Each of the related topics includes free, online resources.
Also, scan the Recommended Books listed below. They have been
selected for their relevance and highly practical nature.
