I think a lot of companies get all bound up in the need to advertise, advertise, advertise, which is great, but successful companies understand that marketing is so much more than advertising. Marketing is intimately tied to business objectives, strategy, and customer relationships – how they inter-relate and how to tie them together to reach the business’ goals.
Take a look inside
The first step to good marketing is to take few minutes for some introspection. Who are you as a company? What do you do better than anyone else? What is your goal? By understanding exactly who you are as a company, you’ll be able to develop marketing that accurately depicts your corporate image and works towards your goal.
How do you want to get there?
There are many different strategies that may help you achieve your goal. How do you want your company to be perceived? What is important to you in terms of image and ethics? Are there certain strategies that you aren’t comfortable with or that don’t fit your ethics or image? Setting guidelines for what your company stands for will help you avoid missteps along the way.
What are you offering?
What benefits are you offering to your customers? Why should they choose your products? What type of relationship are you offering to them? Customers can be very selfish, especially at the beginning of a relationship, so you need to make sure you are accurately representing your product benefits to them.
Use advertising as one of many tools
Advertising can be a vital tool in your aresenal for reaching your business goal, but keep in mind that there are many steps before you start implementing tactics. Taking the time to work up to advertising will increase your return on investment by more accurately targeting your customers.
(photo by leeroy09481 @ Flickr CC)
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The New York Times Company, managing entity behind the Manhattan based news paper, is trying to