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January 04, 2011

Really Good Marketing

Why are we complicating the game of marketing by creating distinctions like social media marketing, content marketing, and shopper marketing?

Tactically, things have changed because of technology and consumer cynicism. Fundamentally, though, nothing has changed in the game of endearing a brand/product to a person.

Really good marketing is, was, and will continue to be about getting the right message to the right person at the right time in the right way(s) to deliver the right results.

Really good marketing is Ford using social media to create awareness and preference for the Ford Fiesta.

Really good marketing is Eloqua sharing relevant information with B2B businesses on how to do business better.

Really good marketing is Costco sampling goodies to in-store shoppers to increase sales.

No matter the tactics and tools we use, really good marketing is just that ... really good marketing.



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the objectives of really good marketing have not changed, but the methods vary by communications medium (or "tactics", in the words of the author). for mobile marketing, brands must be cognisant of the vastly different circumstances and expectations of the mobile audience: on-the-go, busy, expectations to maintain privacy/anonymity and control experience, and use of existing behaviours (i.e., SMS/IM) to dialog with brand.
So marketers must design mobile marketing campaigns to conform with and operate within this new environment, and still achieve objectives of sending the right content to the right people at the right time.
This is best achieved by using new mobile marketing platforms like PoKos Social Messaging(TM), that provides messaging via group and 1:1 chats with targeted audiences that tightly integrates with consumers' on-the-go diverse and varying daily lifestyles and activities.

timo ... yes, mobile is another way for marketers to get the right message to the right people in the right way. It's not the only way. Because if it was the only way, you wouldn't be using blog comments to market the PoKos Social Messaging(TM) product.

Touche, John!

Well said John. It is so simple, it is scary.

This is a great message and something everyone should remember.....

I believe the key difference in regards to Social Media Marketing, is that it is no longer purely about getting the right message to the right people at the right time, but is now about......

Building relationships, higher visibility and accountability and the decisions are being put in the hands of the consumers, no longer the companies selling to people.

Before such open visibility - companise could get away with shoddy goods and services, now it is much harder to do that and those individuals and companies who want to succeed, must add value, offer great products and services, or risk public negativity that millions will see, hear and listen to - prior to social media this was not so prevelant.

If you listen to what is being said, react quickly to any negativity, build trusting relationships and are genuine, people will WANT to buy from you if you get in front of the right people at the right time with the right product.

If you spam everyone, offer lack of value, show no care towards your target audience, then you may just be the next one to be "outta here"

Carol Dodsley
The How2Girl

Good marketing is simple, personal, and uniquely this is!

True, True, True, and True.

Marketing is simple the complexity lies in knowing what is right.

thanks John.

marshall field knew it, social media simply forces it:

Carol, so the caveat would be it is also about HEARING the right message FROM the right person at the right time in the right way(s) to deliver the right results.

As an institution already, we really need to have a better understanding of the kind of marketing we have to do. This will enable us to sell our products in the most convincing and convenient way. I have to say that this is indeed a great tip follow. Thanks a lot for the effort and more power.

Yes I definitely agree that the objective of a good marketing would always remain the same and that is to generate good revenues but the method varies in terms of its strategy due to constant update in advertising.

Yes ... the right methods will change but the right messaging in marketing will always remain constant.

Really Good Marketing is/was/will continue to be about getting the right message to the right person at the right time in the right way(s) to deliver the right results.

You hit the nail on the head John. Getting the right message to the right person. It's as simple as that.

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