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10 things you should know about marketing right now!


Marketing is not just about promotion although that is one aspect. For the record it also covers:

  • Product / Service

  • Price

  • Place

  • People

  • Processes

  • Physical Evidence

This means that just about every aspect of your business is connected to marketing in some way.


Unless you are looking for a one-night stand, do not treat your customers like one! Take the time to get to know them, engage with them, understand their preferences, and build a relationship that is mutually beneficial.


Conversely, you also need to respect the level of relationship that your customers are willing to have with you. Sometimes all they are looking for is a one-night stand!


Data is your most valuable asset and should be treated as such. By collecting and analysing data you have an opportunity to really understand what is going on between you and your customers, and gain a competitive edge in the process.


Always start the conversation where the customer is at. This means that you may need to educate before you can push the benefits of your product or service. Industry jargon should be avoided too... instead, adopt the KISS principle (Keep It Simple Stupid!).


Just about everyone is using some form of social media to get their message across and (hopefully) engage with their customers in some way. The trick to making the most of this channel is to avoid falling into the trap of posting the exact same content on each medium. You should be playing to the strengths of each one whilst maintaining a consistent brand feel and tone of voice.


A 'Thank You' should be exactly that. It is far more powerful to genuinely thank someone without any form of hidden agenda than it is to try and mask a request for something. Even better, try adopting a 'random act of kindness'; not because it is their birthday, anniversary, reached a spending threshold or any other trigger but instead, totally random. It is human nature to want to reciprocate!


Although many may deny it, purchasing decisions are rarely made on price alone. We are by nature driven by our emotions and whilst we may go through the motions of comparing price, it is how we feel about a company, brand and/or individual that is the driver behind our purchasing decisions. Therefore, you should never try to compete on price alone; it is soul-less.


When it comes to reaching potential and existing customers, online marketing dominates. And for good reason... it offers a whole multitude of options, it is seen to be relatively cheap and it appears easy to do. That notwithstanding, it is worth remembering that your customers do not just occupy a virtual world; they reside in the physical too. It may be that an offline approach offers more cut-through and therefore a better return on investment. Any strategy should start with the communication objective and not the marketing channel.


And the golden rule of marketing? Never over promise and under-deliver, and that includes all seven aspects of marketing, not just Promotion.

This is not an exhaustive list but just the more common ones that I have come across whilst working with some of my clients. I genuinely hope this helps you to consider and improve your own marketing efforts.

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