Can Movement Marketing Enhance Your Business Strategy?
Let’s talk about marketing first
Marketing is a way of interacting with the market through which companies can become more attractive to their customers and more beneficial to the owner. Marketing solves, one might say, global problems: the development of technologies, the development of the market for competitive goods and services, and, ultimately, the development of the economy and society as a whole. Marketing is also one of the key functions of enterprise management.
Table of Contents
The key marketing objectives are as follows:
– Systematic search for new markets, entering them;
– Creation of an information database about clients and, directly, work with this database;
– Collection and presentation of information about the external environment of the organization: its competitors, market, regulators;
– Using marketing tools to increase sales.
A marketing movement is usually a long-term plan to achieve the commercial and corporate goals of a particular company. As part of these tasks, marketers are involved in promoting a brand to the market, selling products and services, and the pricing process, as well as working with customers and staff.
Types of marketing:
The choice of the type of marketing is based on the position of the company in the market. Before developing a marketing strategy, you need to understand what types of marketing are in general. To do this, you will have to study a little theory. So, marketing is divided into types depending on the state of demand:
Conversion Marketing. The type of marketing that is used when the demand for a product is negative. A situation in which consumers deliberately refuse a product due to negative associations with it. A classic example is the attitude of vegans towards meat. Conversion marketing gradually affects its target audience, forming a positive attitude towards the brand and trying to break the mental barrier between the consumer and the product.
Incentive Marketing. This type of marketing is used in situations where demand is zero. This situation usually happens when a new product is released to the market. Consumers do not yet know what kind of product it is and what its positive aspects are. Stimulating marketing creates demand for a product when it informs consumers about the release of that very novelty on the shelves, shows its merits.
Development marketing. This type of marketing is aimed at identifying already existing, but not effective enough and the company needs a demand. In this case, consumers do not like the quality of some product, but they do not see any alternatives to it. Promotional marketing identifies such situations and, if possible,
produces a product aimed at unsatisfied demand, or rather, at its solution.
Synchronization Marketing. Used to synchronize supply and demand. You can call it a typical marketing type for seasonal products. It focuses on changing consumer habits or looking for products that a firm can sell during a stagnant season.
Remarketing. In this case, it means working to increase the fallen demand. For this, marketers are looking for ways of development: it can be expanding the target audience, improving product characteristics, adding new functions, and the like.
Supportive marketing. It is used when the company has reached a state of stability – there is a constant demand that the company successfully satisfies. It is needed to maintain the audience’s interest in the brand. After all, even if they know you, this does not mean that it is worth relaxing.
Demarketing. It is used in an unusual situation when demand exceeds supply and the company simply cannot meet it. In such a situation, measures are taken to reduce demand.
Countervailing Marketing. The type of marketing that is typical for the social sphere. It aims to reduce unwanted demand. For example, there are states that are actively engaged in counter-marketing in the areas of tobacco and alcohol products.
How marketing strategies will be useful for your business:
Correctly selected marketing strategies and their implementation will make your business optimal at a high level, at the level of meanings and concepts. Marketing forces a business to create what the consumer wants at a profit for you. It’s like working with an ICOholder, where, for the convenience of the client, there is work with various cryptocurrencies, whatever the user of the site wants. Yes, it’s worth a little research, but the result is worth it.
Also, such strategies create high added value by simple means. Relatively speaking, this is what is called a brand now. The added value customers buy and what they pay extra for. Only marketing can create it relatively cheap.
Stages of developing a marketing strategy
The best method for developing a marketing strategy is step by step. It allows you to thoroughly and clearly study the client’s business and make the strategy (as an action plan) more structured and understandable. Successful marketing begins with a marketing plan, and that, in turn, should begin with the formulation of specific goals and objectives that determine the rest of the solutions.
It is worth starting with an analysis of the current situation. That is, you and your team of specialists collect data about the company, its activities and the current situation and analyze it. Without information about how the company is doing at the moment, it is impossible to correctly set tasks and goals for the future. At the same stage, the analysis of competitors is carried out – in no case should we forget about it in the research process, since competitors have a huge impact on the current position and future of not only their own, but also your company.
This is followed by setting goals and objectives. After a thorough analysis of the business and the current situation, it is necessary to determine the key areas in the company’s work that will give profit and work most effectively when implementing a marketing plan. The next step will be, respectively, the creation of the strategy itself. You need to do a lot of work with your product: consider the positioning, slogan, key messages and formats for their presentation. Based on the analysis of the data of your business and competitors, after the points of growth are identified and the primary tasks are identified, develop a marketing strategy for each client – individually.
Only after developing a marketing development strategy, the most effective tools for your business are selected. You need a detailed description of each of them, why this or that tool is effective, what specific results it will give, and so on. The result of your teamwork should be a ready-made instruction for working with various tools because you can’t just offer the use of SMM or contextual advertising without preliminary research of your target audience and analysis and competitors. Let’s look at the issue of the target audience a little later.
At the last stage, they usually discuss and determine the criteria by which the level of success of the implemented tools will be monitored. Their choice depends on the specific case and the tasks and goals.
Tips for you and your business:
Concentration on strategy
If you do not have a strategy expressed in a specific goal and hypotheses that you test, the actions will remind you of the tangled laces of sneakers or headphones. Each subsequent movement will consume more and more resources and even, perhaps, less and less result, complicating the problem.
Always put the product first
If you have an attractive worthy product, then you can already rely on something. Another option, if you just made a note, created a hype around, but the product turned out to be unclaimed. After all, it is impossible to create a sustainable model out of hype. Proof – the social network Nimses – the program offers to create and save the time lived by a person in a digital equivalent – nims. The idea seemed new, but despite this, it was not crowned with success.
Communication with the audience
A perfectly formed portrait of a potential client – without this, any of your marketing actions will not be successfully implemented. Therefore, it is the analysis of the target audience in marketing strategy that so much space is allotted. “How to promote and what channels to spend money on?” – the second thing. First of all, thoroughly study your consumer.
It is important to be able to answer questions:
- Who is my consumer? Who am I talking to?
- What is my goal? What do I want to achieve?
- What message do I want to convey to consumers? How to influence “your” consumer?
- What channels will be most effective for this?
- How can I analyze campaign results?
Building a customer profile for your marketing strategy is much more than just a detailed listing of your customer’s demographics. When composing a portrait, you should immerse yourself in the client’s personality, as if he were a close friend. Describe him as someone you can meet today and take a walk.
Any audience is divided into three parts: innovators, researchers, and conservatives. Your task is to build communication in such a way as to first attract the attention of innovators who will use the product and spread information about it, then connect followers, and finally – conservatives. But for a start, it is enough to be simply noticed. If you have created a good product, information about it will spread at a sufficient rate.
If you want to get clients, you need to go out and make a loud statement about yourself and your existence. And the only way to do this is to develop and implement a strong marketing strategy, following advice and using a plan that was developed in advance.