[Management Strategy] (4) Marketing is not 'customer acquisition.' 90% get the order wrong: The moment you start with tactics, everything goes off track.
Is that marketing of yours actually meaningful?
Working hard on social media
Running advertisements
Creating content
And with that,
is your revenue growing?
Most marketing
ends with 'satisfaction from running tactics.'
However,
marketing that is not connected to structure
is worthless.
This is the important part.
Marketing is not 'customer acquisition'
but a 'structure that begins with design.'
--
*This series consists of 6 parts in total.
Click here for the previous part.
1. What is marketing?
Many people
acquiring customers
running advertisements
growing social media
think it is these things.
However,
that is 'marketing in the narrow sense.'
The way marketing should be is different.
Marketing is
the act of designing the business itself
--
2. Broad and narrow definitions of marketing
There are two types of marketing
Broad marketing
Value design itself
Where to compete
What to compete with
What to define as value
Who to deliver to
The area that determines the framework of the business
Narrow marketing
Means of delivering value
SNS
Advertising
Content
Sales funnels
This is what is generally called 'marketing'
Many failures happen here
It is because you are only doing it in the narrow sense.
--
3. Marketing begins with 'design'
The first thing to decide is
where to compete
This is the business domain.
It is.
Which market will you enter?
In which area will you win?
If this remains vague,
everything will waver.
The next thing to decide is
what to fight with.
This is management resources.
It is.
What are your strengths?
What is your reproducible competitive advantage?
If you get this wrong, it becomes a battle you cannot win.
On top of that,
define what you will deliver.
This is the value provided.
It is.
What is the meaning for the customer?
Why would they choose it?
If the value is ambiguous, it
won't sell
And,
decide who to deliver it to
Target
is
Whose problems are you solving and what are they?
The moment you broaden this, everything becomes weak.
Up to this point is
true marketing.
--
4. The 4Ps are the 'result'.
Finally,
design how to deliver it.
Only here do
Product (what to sell)
Price (at what price to sell)
Place (where to sell)
Promotion (how to communicate it)
get decided.
Most people
start thinking from here.
That is why they fail.
The 4Ps are not the start;
they are the result of the design.
--
5. Why marketing fails
Who you are selling to is vague
What the value is, is vague
Why you are chosen is vague
If you run tactics in this state, they just become noise
Marketing is not a tactic; it is a sequence
--
6. Relationship with strategy
This is the important part
PEST -> Premise
3C -> Battlefield
SWOT -> How to fight
Marketing -> Design and translation
Marketing comes last
If you do marketing while the strategy is vague, nothing will be communicated
--
7. Don't "increase" in marketing
Many people think marketing is about increasing things
But in reality, it is the opposite. You become stronger by cutting back.
Narrow down the message
Narrow down the target
Narrow down the channels
Unless you decide these, no matter how many tactics you add, you will just be scattered.
--
Marketing is a "design structure"
What you should do in marketing is not
customer acquisition,
but design.
Where to compete
What to compete with
What to deliver
Who to deliver to
As a result of that,
the method of delivery is determined
Don't just run tactics;
build a structure.
Whether it sells or not is not determined by tactics;
it is determined by design.
[Management Strategy] Series Structure
1. 3C
→ Determine the "place" to compete
2. PEST
→ Fix the "premises" that cannot be changed
3. SWOT
→ Define your company's "winning path"
4. Marketing
→ Design the "moves" for the market
5. Narrowing down the target
→ Decide who to win against
(6) Sales Strategy
→ Implementing how to secure a total victory
Strategy is not analysis.
It is about designing a path to victory within the scope of what you can control, based on things you cannot control.
It is about designing a path to victory within the scope of what you can control.
It is about finding the optimal solution within constraints that cannot be changed.
If you:
・Want to organize marketing as a "structure" rather than "tactics"
・Want to rethink your company's value design
・Want to clarify where to compete and who to deliver to
Then please
leave a comment or send a DM.