July 2, 2021
Breaking Down How You Should Think About Your Marketing
by Isaias Reyes
Marketing requires the most diverse skill sets of any business department in businesses today. The diversity in skills necessary to achieve successful strategies is a result of the recent evolution of marketing, which is understood as the continuous development of new innovative methods to achieve, maintain, and increase revenue through customer acquisition and conversion. This is due to the development of new marketing technology and modes of outreach as well as the ever-changing expectations of customers.
Even though the field of marketing continues to evolve at a rapid pace, what has proven to be beneficial is reframing the way you approach marketing and identifying the most important areas. At Method Savvy, we call these our Three Solution Areas. We use these areas to understand our capabilities as a consultancy but also as a road map of sorts for our clients. By using the best practices and innovative solutions in these areas, the investment that you make in your brand and your marketing program upfront will prove to be invaluable to the success of your organization.
If marketing is dubbed as the doing, branding is the being. Brand is the thread that weaves throughout every area of marketing; your brand is your north star. Reimagining a brand should always begin with a deep understanding of the core values and culture of an organization through extensive research and a willingness to challenge what has always been. With branding rooted in strategy, an organization will see impacts on their goals across the board from increased demand, to greater awareness, to customer loyalty.
Below is an example of a brand brief schematic, a visual tool that summarizes the brand in a succinct way. This can be used as a tool to inform the building of Experiences that will align with a brand’s mission and goals.
The way consumers interact and experience brands rely on executing successful marketing strategies and practices. With creative and collaborative methods, you can discover the most effective ways users interact with a brand and build meaningful experiences around that brand. Through discovery, data, and human-centered design, it is likely to create unique consumer experiences that build lasting connections. Communicating your organization’s core value proposition to your target audience through the right messaging and channels is what drives successful marketing campaigns.
Below is how you can think about the seven phases of the customer journey. Experiences can be created anywhere along this journey to cater to the needs of a customer. These are things like web development, marketing automation, journey mapping, which can be used to drive what we refer to as Growth Acceleration.
Now, you can’t really do growth acceleration without a brand and broader experience, but this is the place for that kind of growth thinking, producing ongoing, scalable results.
Growth is dependent on how you choose to define it since there is no universal definition for growth that applies to all companies. That journey is where a knowledgeable partner comes in – someone who understands the business and can create a roadmap specific to that company. Having measurable and attainable goals by using metrics is one way of how to measure this growth but you are not limited to that. Simply by thinking about the future and comparing your current and future state is a huge step into growing exposure to your business.
There’s a certain kind of magic that happens when all three of these elements inform each other to become a cohesive and well-structured marketing program. The beauty of these three areas is that understanding them and applying them to your business will always allow for adaptability as the customer needs or the market continues to change in ways we may never expect.
Questions or comments? Let’s Connect!