Don’t look in the Oxford dictionary for the word “marketingification” as used in the title. It is invented by this author, who also takes this opportunity to define it as “Marketingification is to build the business around the customer. Everyone in the company is focused on solving the customer need, and that increases the value of everything the company does.” As a seasoned marketer I subscribe 100% to that philosophy.
This article focuses on the issues the owner must look to bring into that transformation.
The statement identifies the customer to be the core of that. The customer journey becomes the one model that the owner must envision before he/she imagines anything else. At its simplest, every marketing campaign starts with a lead capture, moves through lead nurture and ends with lead conversion. Each one of those touchpoints is an interaction the prospect has with the business. That touchpoint is either positive and draws the prospect on or is negative and drives the prospect away. Think of it as courtship.
You meet some someone and there is attraction. That’s a touchpoint. That attraction might be a smile, it might be manners, it might be clothing, it might be a smile in the eyes, it might be the colour of the hair. That leads to potentially more touchpoints. Perhaps an invitation to share a meal. Then the touchpoint becomes the conversation, the dressed-up clothing, the ambiance of the venue, or the meal itself. The courtship develops. It might be an occasion to meet family or friends. The touchpoints evolve but they are real. Do the friends approve? Is conversation natural and friendly? Do the friends want to meet again?
This journey in human courtship has a destination, the positive touchpoints will move you together or negative touchpoints will move you apart. Or the touchpoint is negative and the courtship stops immediately.
A business it is the same. And you as a declared marketer need to explore those touchpoints so you and your business can ensure you make them positive and you and the prospect get closer until the prospect becomes a customer who then becomes an advocate. It is a never-ending journey.
Exploring that is a combination of logic, awareness and marketing models. Businesspeople have been exploring these ideas since the early 1900’s and in that time various models that assist understanding have developed. One of the first is the Marketing Mix, the 4P’s (product, price, place, promotion) which has developed into 7P’s (add people, process, physical evidence) and even more into 11 P’s (add partnerships, positioning, packaging, performance). If you read more fully there are any number of acronyms that marketing is consumed by. Textbooks and strategic plans are filled with SWOT, PESTLE, STP, AIDA, TOFU, MOFU, BOFU, KPI’s, USP’s and other. While researching this thought, I even came across a new acronym, PAS, representing Problem, Activation , Solution.
In writing my post Why Your Marketing Needs an Architect, I was attempting to simplify those acronyms and as a result, reduced the model to four steps, being
- Design: Starting with the objective, we design a structure that meets your availability of resources, and expectation of performance.
- Build: We then we must assemble build the team, who will do the work.
- Execute: Of course, we must execute the plans.
- Mentor: One learns more from mistakes than one does from success. Once the campaign is complete, you must look at the results and learn from what went right (and what went wrong). And of course, do better the next time. That mentorship.
In attempting to explain that, my thinking became embroiled with the W’s and I identified 10W’s required to so that. For the record those 10 W’s in logical groups are:
- Design: W1: The Why, W2: The What, W3: With What , W4: The Who
- Build: W5: Where to Start, W6: Which Plans, W7: Weaponry ,
- Execute: W8: The Warrant and
- Mentor: W9: Watch & W10: Wisdom
As an example, W9 are the tools you will need to implement your plans. If you have decided to rely extensively on email communication to communicate with prospects, customers and advocates. You will need a CRM for that. So, one weapon becomes a professional CRM. And do not start any campaign until the weapons are proven to be working.
Conclusion
The reason for writing is article is to encourage you to put the customer at the centre of your organisation, marketing will add value to your organisation in ways you have never imagined.
I would suggest you adopt one of these models for the process, they are proven and will make a valuable contribution to that process. You don’t need to become an expert in any specific model, rather use the points in the model to conduct a brainstorm with your team. Just don’t forget to appoint someone to take minutes.
If you would like to use the W’s they will stand you in good stead. I will write articles about these W’s over the weeks ahead but if you would like a checklist please drop me a line and I will email you a short summary.
Marketingification isn’t a project; it’s a shift in DNA. If you’re ready to stop ‘doing’ marketing and start ‘being’ a customer-led business, start by looking at your foundation here Why Your Marketing Needs an Architect (And How to Build the Foundation) or https://smallbusinessmarketing.co.za/?p=1860
Ready to start the road to Marketingification? Get the 10W Checklist—the 10 essential questions every SME owner must answer to build a customer-led business. [Download the 10W Strategic Checklist]
Good luck.
About Small Business Marketing
Small Business Marketing is led by Garth Sutherland who has an extensive multicultural marketing understanding.
He has worked with local brands (creating independent strategic positions) and international brands (integrating the international brand vision with the local demand to optimize the “on the ground” brand presence). His strengths include bringing a strong strategic focus into all aspects of marketing delivery, working with multi-agency perspectives, independent thinking & implementing with a consistent and practical teamwork focused delivery.
If the insights shared in this article (and others at www.smallbusinessmarketing.co.za) resonate with you and highlight a solution that would add tangible value to your business, then you’re in the right place. As a fractional marketing consultant, Garth doesn’t just develop actionable marketing plans; crucially he manages their execution. This frees you up to build your business.
Are you ready to achieve your personal and business goals, and reclaim your valuable time? SmallBusinessMarketing is the ideal resource to task.
You can contact Garth at smallbusinessmarketing.co.za on +971 (0) 81265 5803 or at garthsbm@gmail.com
Email: garth@smallbusinessmarketing.co.za
Call: +27 (0) 81 265 5803
Web: https://www.smallbusinessmarketing.co.za/
LinkedIn Personal Profile: https://www.linkedin.com/in/garthrsutherland/
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