If only it were this easy.
When you think of successful marketing strategies, what do they all have in common? Do they all increase revenue? Likely, but not necessarily. Do they all increase your website traffic? No. So what is it that makes a strategy successful?
I’d argue that the one thing that all successful marketing strategies have in common is that in some manner, they lead the consumer to alter their behaviors.
The most common example that people think of with this would be a company acquiring new customers. New customers equals more sales equals success.
But you can increase your revenue just as much or more by taking your existing customers and altering their behaviors. If they buy your product once every 6 weeks, find a way to get them to buy it once every 4 weeks. If a customer visits your store once a month, find a way to make them come twice a month.
Personally, when I look at marketing simply in terms of a tool used to change the behavior of your target market, everything somehow seems a little clearer.
{ 9 comments… read them below or add one }
Great point. Marketing truly is about changing behavior. The results like purchase conversation rate, website traffic and all the rest don't apply to everyone. Many 501c3 groups set out to simply change behavior.
Sounds pretty simple, huh? This was one of the only common denominators I could think of between marketing any product/service. Thanks for stopping by and commenting!
Another common denominator would be conversation starting. I know this seems too simplistic, but every marketing campaign I can think of has a goal of generating interest/starting a conversation. I guess that ties into changing behavior, but it is a specific behavior.
Great point, you have really gotten to the heart of what marketing is about. While you have absolutely simplified marketing, changing consumer behavior is a complicated process– especially in today's world of especially skeptical and picky consumers.
Yea when you put it this way it sounds really simple, but it's definitely not that simple to actually execute. Thanks for dropping in!
Jackie- First -nice blog. Thanks for the tweet…I came back to read more.
You could also look at marketing as a means of getting someone to incorporate your brand in whatever rituals they may have….how can you get someone to become emotionally invested in your brand where it becomes part of an experience they have and your brand enhances that experience. (ie…look at the experience they are currently having…how can your brand improve that same experience to where it becomes an afterthought…it becomes part of the experience without them even thinking about it).
Look forward to reading more.
Hey, Thomas, thanks for returning and leaving a comment! I'm always excited when people step up and add to the conversation in the comments.
I definitely agree with the point you brought up. And the best part is it fits within this post in that you're aiming for changing their behavior! Looking forward to more of your comments in the future.
Hey, Thomas, thanks for returning and leaving a comment! I'm always excited when people step up and add to the conversation in the comments.
I definitely agree with the point you brought up. And the best part is it fits within this post in that you're aiming for changing their behavior! Looking forward to more of your comments in the future.
Hey, Thomas, thanks for returning and leaving a comment! I'm always excited when people step up and add to the conversation in the comments.
I definitely agree with the point you brought up. And the best part is it fits within this post in that you're aiming for changing their behavior! Looking forward to more of your comments in the future.