The simple marketing formula that'll save you a lot of grief

The simple marketing formula that'll save you a lot of grief


In a perfect world, you’d already have your positioning nailed. If not, check out this piece about positioning in marketing.

Now with a tick besides your hopeful positioning strategy, we need to talk about goal setting.

Goal setting. Everyone knows what it is, and does it at some point.

And yet; being good is difficult.

It’s easy to set goals, but hard to follow-through.

For marketers, effective goal setting is crucial to effective marketing. It sounds like common sense, but there’s an art to effective goal setting.

What makes a great goal? Too difficult and you give up. If it’s too easy, the outcome is likely to be mediocre at best.

Don’t worry, we're not going to rattle off Specific, Measurable, Attainable, Relevant and Timely; as being the holy mecca of goal setting.

It’s a good acronym, but it helps you to develop, not accomplish goals.

Goal setting in itself achieves nothing other than giving yourself the illusion that you’re doing something productive. Yeah, we’ve all been there...

It’s all about doing stuff.

But before we can discover the secret behind achieving marketing goals, we need to learn about marketing with purpose.


The P in marketing that no one is talking about

The P in marketing that no one is talking about


There’s a lot of misconception surrounding positioning. Everyone has differing ideas and opinions about what it is.

Which is why it’s important that we firstly define what we mean by positioning in marketing.

Positioning in marketing is very similar (sometimes the same) as positioning in business.

For a company that sells a solitary product or service (eg. web hosting), positioning is the same regardless of the product or business.

However, if you're a company with multiple brands and sub-brands (such as Coca-cola), then positioning will be different for each brand as well for the company itself.

Why? Because the company has different products, but more importantly, they have different customers.

Commonly, there’s also confusion about what positioning is and what its not. For instance, it’s irrelevant whether you have a positioning strategy or not: positioning exists regardless.

Hence the need for a positioning strategy, rather than letting your market position happen by accident.

Your positioning will form the foundation of your marketing


3 ways to overcome the ‘P’ that marketers struggle with most.

3 ways to overcome the ‘P’ that marketers struggle with most.


Talking to a few senior marketers recently, it’s been abundantly clear that the majority of marketers struggle with a little known ‘p’ in their day to day work. It’s none of the traditional ‘p’s that got drilled into us at uni all those years ago. You know the ol product, price, promotion mantra that forms the core of marketer’s responsibilities.

You see, the modern marketer has significantly more on their plate to manage and consider, than what was traditionally required. We’ve got the traditional channels of print, tv, billboards, then there is the digital space, around how our online tools support customers needs and then we’ve got social where each channel needs it’s own voice. Throw in high distraction environments of open working spaces where the international symbol of headphone wearing is a sign to leave me alone. Then there's continuous connected devices throwing notifications all up in our screens.

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