Databases Reference
In-Depth Information
More specifically, marketing consists of strategies and tactics used to identify,
create, and maintain relationships with customers that result in value for both the
customer and the marketer [
73
]. As with advertising, the concept of communication
is inherent to marketing. As such, marketing has several elements that work in con-
junction with and conceptually encompassing both brandingand advertising.
Similar to advertising, marketing requires an understanding of how the consumer
makes decisions. Once this is determined, marketing then focuses business strategies
(which might include aspects of branding and advertising) and resources on the most
influential consumer touch points.
These touch points are typically viewed in the metaphor of the buying funnel
(see Chapter 5). Consumers start with several potential brands in mind (a.k.a., the
wide end of the funnel), and marketing is then directed at them as they methodically
reduce that number and move through the funnel. At the end, they emerge with one
brand they chose to purchase. As discussed in the chapter on consumer behavior, the
buying funnel is a business-oriented paradigm [
74
].
How does one move a consumer through the buying funnel?
The answer to this question is at the heart of marketing. To answer this question,
we must consider the marketing activities, principles, and product levels.
Potpourri
: Many topics and documents point to the Internet and Web as technol-
ogies that have transformed marketing.
However, possibly none has made an impact like The Cluetrain Manifesto,
which has both gained a legitimate standing and a cult-like following.
At the heart of the The Cluetrain Manifesto are ninety-five theses organized as
a call to action for businesses in the online marketplace.
Rick Levine, Christopher Locke, and David Weinberger wrote The Cluetrain
Manifesto in 1999, and a topic elaborating on the ninety-ive theses [
22
] was pub-
lished in 2000, by the same authors, along with Doc Seals.
Although there are several major points presented, the heart of the manifesto is
that the Internet enables a previously unattainable level of business-to-consumer
and consumer-to-business communication.
The manifesto also presents a call to action for businesses to respond to this
new marketplace environment.
The entire topic is available on the Web.
Marketing activities
There are four general types of marketing activities that can help marketers address
consumers at these touch points [
75
].
•
Prioritizing
objectives and spending
•
Tailoring
the messaging
•
Investing
in consumer-driven marketing
•
Winning
the in-store (or online) battle
Let us address each of these marketing activities in more detail.
