Marketing Isn’t a One Size Fits All Solution
Darren Westall
August 3, 2021
Marketing
If you’re unwell your first port of call might be your GP. If it’s a minor problem they may be able to resolve it. If it’s something more serious you’ll be referred to a specialist. Each discipline is entirely different but linked under the general umbrella of ‘medicine’ and functions within a collaborative whole, geared towards wellness.
There are many functions within marketing, each with its own disciplines which, when combined collaboratively and precisely, contribute towards the well-being of the product or service.
Let’s take a look at some of them:
Promotion
Thanks to the campaigns run by the NHS over recent years, we’re all aware that we should live more healthily, take more exercise, cut down on our drinking and give up smoking. Promotion can take the form of personal selling, sales promotion, advertising and publicity and comes under the umbrella of marketing communication. Promotion is used to inform the target audience, increase awareness, create interest or persuade people of the benefits of the product. Anyone who’s regularly drinking more water now will be aware of how effective it can be.
Market Research as a marketing tool
Just as we need a correct diagnosis to determine exactly what’s wrong with us, market research forms the basis for any marketing campaign. It’s important to gather all the available information and data about the audience you’re targeting to reduce the risks involved, target the correct audience and place the product or service in the appropriate market gap.
Pricing
Precision pricing can be compared to the choice of specialists your GP might refer you to. Market research will inform their decision but the value judgment they make will ultimately depend on such matters as waiting lists, the individual’s reputation or their location. It’s a delicate balance of factors and it’s important to hit that sweet spot to ensure complete customer satisfaction.
Selling
Fundamentally, every marketing campaign is about selling – whether that’s a product to a customer or a service to a client. It’s a little like whether you buy paracetamol from a pharmacy or need antibiotics from your GP – your need is assessed and a product is recommended. Marketing plays the role of increasing awareness of the product and making the target audience receptive to purchasing it.
Ultimately it’s important to remember that marketing, like medicine, has to take a holistic approach to its functions, incorporating a balance of factors that will vary from client to client. Maintaining the marketing health and wellbeing of your client involves a multi-disciplinary methodology that requires frequent updating in response to new evidence, as well as a willingness to take on new ideas as and when they emerge.
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