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The most important things to know about marketing

Today i want show you a few tips about Marketing. There are some important things you may have missed out or don’t remember and this is a nice recap of some of the most important things to know about marketing.

Visitors are not customers: people get into your shop, look around about how lovely the designs are don’t pay the bill. People who talk about how they’d like to go to your restaurant don’t pay the bill – people who spend money pay the bill.

An addicted fan is better than 100 “It was ok, i guess”: one of the key to understand is your customers can do marketing for you, Make sure they think to have bought an astounding value to the extent that they tell their friends about you.


Sell something to someone who wants it: that’s is very important, offer something brilliant, amazing to get them spending more than 5 minutes looking at it.

Put yourself in the the shoes of the customer: Your brand is not your brand, it’s an image in the customers mind, they own it, you just have the ability to affect it by the right message, the right time, the right context.

Marketing does not change every few years: The industry has this obsession that new technology changes everything. It does not. New Technology and the way that people behave are opportunities to explore and take advantage of, but they are more tactical that people first consider.

The product is the key: Marketing people like to affect what they can, but the ultimate truth is that your brand is what your brand does. As product review sites continue to take off, it’s far more about what your service does, or what your product is like to use, than it is about what we want people to think about it

People overestimate the short term affect of innovation and underestimate the long term: The reality is that we overestimate the implications of these things initially but the longer term evolution of such things is more profound than we expect.  Mobile advertising is a classic example, we’ve talked about sms ads, iAds, QR codes for years, these are irrelevant distractions on the journey to a place where mobile advertising will change advertising in more profound ways.

People don’t know what they want: Next time you test an ad or a concept, be open to the fact that people don’t know what is possible and what they want. The famous,  “If I had asked people what they wanted, they would have said faster horses.” quote from Henry Ford being a classic.

Segment your users:  It gives you a way to target them because then you can go where they go and adjust your messaging to the values that resonate with that specific segment.

Build a complete brand experience: is the next step in marketing as we have seen with the likes of Apple, Nike and Ikea. These companies understand customers not only want the best product (experience), but also the best buying experience or the best digital experience.

Don’t run in there with a hammer: Choose the right tools for the job. This applies to marketing broadly, as well as analysis (sales data, experimentation, market research, games, …) and communications.

Bring the right message:  to the right people at the right time. Understand that the right messaging is relative.

Understand your eco-system: understand who are your competitors and what are their strengths and weaknesses. Understand your customers and try to group them into homogeneous groups. etc.

Don’t forget how important the customers time is:  The ability to process transactions quickly cannot be emphasized enough. You could offer quarters for a nickel and not sell squat if it takes you 20 minutes to process each sale.

Create a product with such overwhelming value: to your customer that they want to share it with their friends.  Word of mouth trumps everything.  (I want to say no marketing can compensate for a mediocre product in the long run, but maybe some examples in history or today exist).

Take chances on inefficient marketing channels:  These tend to be in early stages such that rules and regulations are not in place yet (for spamming), pricing has not been optimized, or competition is slim.

Find balance: between executing on a few initiatives well and trying out different things.  You want to make sure you aren’t giving up too quickly while still keeping an open mind to new opportunities.

Marketing is data: get your data definitions and data stracture right from the first place. It will make you life a lot easier at a later stage.

Pricing and product/service are one: be prepared to deliver more than expected somehow. Word will spread. Perceived value is everything. Always under promise and over-deliver!

Incentivize referrals somehow: This is where solid foundations are laid. Take the 80/20 rule seriously, but strive to bring it more to the center. Every customer could become a regular customer.

Be informative, be interesting, keep your message short and sweet, don’t shout. And always keep in mind the question, “what’s in it for them?” Them meaning the people to whom you are marketing.

There is no such thing as a captive audience: It doesn’t matter if the audience gets you message through radio, print, TV or the internet, they will always have the opportunity to switch you off in one way or another. The trick is to get them listening to a compelling story.

Create a compelling story for your product or service. Tell them why you created it and what problem it was designed to address. But make sure that your ‘solution’ is remarkable.

Testing: Whether you’re testing big things (like an entirely new home page) or little things (like a different font size or the color of a button) if you’re not testing, then you’re not improving your marketing efforts.

We would like to hear from you: your thoughts, suggestions, experiences and tips, in the comment area below.

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