Marketing is a process, and as marketers, we create the product, promote it, give it a price, and put it on shelves. Every stage is as important as the next. Some say marketers are liars, and manipulators. Some are not so straightforward. No matter what we are, our job is tough.
Everyday, we find out consumers’ problems that they sometimes are not even aware of, and we look for solutions. Finally, we bring the solutions to their doorstep.
If only it is as easy as it sounds. To be a successful marketer, there are 5 things we need to know. Miss out one and we are screwed. So just in case, here’s the list to make sure you are on the right track.
1. Goals
In every thing we do, there’s always a reason behind it. If you don’t have one, you are in deep trouble. Whether it’s starting up a Facebook page, or setting a low price for a product, you must know the reason why you are making that decision. And that reason is your goal. It should always be the starting point of any plan or decision. Keep reminding yourself of it, to make sure you are moving in the right direction.
2. Strategy
How are you going to achieve your goals? And I mean, exactly how? When you think that a Facebook page would help you build online presence, you don’t say, “I will just set up a Facebook page.”
First, you must have good reason to think that Facebook is the way to achieve your goals. Second, you should be thinking about the things you are going to put on Facebook to value add your audience, the colors and images you would use to portray the right image, and so on. You go into the details, and think out of the box.
Strategy also includes choosing the best medium to reach your consumers. Whether you are using traditional or digital media, it is essential to integrate individual marketing efforts, and ensure consistency across all platforms.
3. Tools
Tools and marketers are inseparable. Now that our tools are getting more sophisticated and complicated, we really need to keep updating ourselves. We need to know what we have on the table inside out, to find out what is the best. And that includes digital media. We have done several workshops for marketers, and were initially shocked by their lack of knowledge of the digital world. We can’t afford to be worse than consumers at the tools.
Also, don’t look at the tools the same way every time. See how you can creatively transform the use of it to attract consumers’ attention.
4. People
Consumer behavior is one of the most interesting and important parts of marketing. If you know people, we can give them what they want. Don’t assume anything about your target audience. Research is key before you start working on your strategy.
5. And everything else
As a marketer, you can be promoting cosmetics one day, and beer the next. You can’t sell anything, or persuade anyone if you know nothing about your product category, and the people using it. You can’t just know about marketing, you need to know about cars, diapers, and everything else.
