Marketing is not as complicated as some want you to think. Good marketing is based upon common sense, though such sense is uncommon.
With a commitment to successful marketing, I invite you to join me in believing that:
- Marketing will flounder when not in pursuit of a measurable goal.
- If a product, service or even a person cannot be differentiated, it cannot be marketed.
- Marketing will fail unless strategy drives tactics, not vice versa.
- Marketing must be based upon the concept of exchanges. Without a quid-pro-quo exchange, we will never have a solid marketing program.
- Value can be defined only by the customer, not by the company producing the product or service. (Nonprofit organizations especially have trouble with this.)
- The social media revolution is the best thing to happen to marketing in a long, long time, even though the tools for achieving marketing success have forever changed.
- Old-school marketers who try to control the message will become increasingly frustrated, disoriented and ultimately obsolete.
- You are still functioning in a 1.0 world—even if you’re using 2.0 tools—when you are not creating community and engaging people in conversations.
- If we aim our message at no one in particular, we shouldn’t be surprised if no one in particular responds.
- Communications comes at the end of the marketing process, not at the beginning.