Marketing Techniques That Cut Through Clutter
With the proliferation of websites, blogs, RSS feeds, podcasts,
and other communication tools, consumers are bombarded with
marketing messages, new products, unbeatable offers, and other
opportunities on a daily basis. Marketing professionals are
challenged with finding new ways to reach consumers despite ever
increasing promotional noise and clutter.
So many of today's marketing executives and product development
professionals still believe that building a good product, is all
you need - consumers will seek them out on their own. However,
nothing could be further from the truth. In today's marketplace,
having a good product or service is simply the cost of entry.
And unfortunately, because of clutter, may never get noticed
even if a prospect is looking for it.
Marketing made simple.
Although one could argue that the traditional pillars of
marketing (product, place, price, and promotion) are still
required for the effective marketing and selling of products or
services, they alone are not enough to cut through clutter. The
only true weapon against clutter is relevancy. When a product or
service is seen as being relevant to the specific needs of a
prospect, then you've successfully overcome the clutter that
prevents consumers from taking notice of your product or service.
How to make your marketing relevant.
To be relevant, you must first have a firm understanding of your
audience. Ask yourself, "Who is my prospect? What does he or she
need? Want? How does he or she like to be communicated to?" It's
only after you have a deep understanding of your audience that
you can begin to shape promotional marketing messages that can
consistently differentiate your offering and be seen as unique
in a sea of noise and sameness.
Once you've gotten a grasp on your audience, you need to apply
an ongoing approach of refining your marketing message,
offer(s), and campaign timing. If you apply just a little
discipline towards testing and measuring the effectiveness of
these marketing components, you can quickly determine the best
formula for reaching your prospective audience regardless of
competing noise. After you become relevant, deliver an
experience.
Now let's assume that you've been paying attention and you have
accomplished the need to be relevant, what then? In order to
take a prospect that final few inches, to where they try or
purchase your product, you must be capable of describing or
delivering the experience you can provide. In an increasingly
commoditized world, prospects differentiate the products or
services they chose by the experiences they can or do create.
Keep in mind that giving a consumer a positive experience goes
beyond the obvious. Be sure to take a customer centric approach
and work towards an incredibly positive user experience. This
will set you apart from your competition and help you build your
brand.
About the author:
Michael Fleischner is the founder and President of
MarketingScoop.com. He has appeared on major media including the
TODAY Show, Bloomberg Radio, and more. With more than 12 years
of marketing experience, Michael has developed major brands as
well as a variety of businesses in need of leading marketing
programs. Visit