What is Strategic Marketing?
Why is Strategic Marketing different?
What is Strategic Creative Marketing?
Every marketer has their own interpretation of what is ‘strategic marketing’.
For me’strategic marketing’ is about 1) asking the right questions, conducting the right research, collecting the right information and data, in order to find the right answers, direction and for providing the right strategy to go forward with any sales, marketing and business development. As the wise man once said.. “if you don’t know where you’re going, you’re going to end up someplace else”.
“Marketing is the management process responsible for identifying, anticipating, and satisfying customers’ requirements, profitably.”Chartered Institute of Marketing. The marketing guru Philip Kotler defines the Marketing Concept as:
“The marketing concept holds that the key to achieving organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors”
This Kotler breaks down into four components; Market Focus, Customer Orientation, Coordinated Marketing and, Profitability. Some alternative definitions of the Marketing Concept include:
“Your business will perform better, if you know what people want in the first place.”Anon.“Marketing is not only much broader than selling, it is not a specialised activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.”Druker.
Strategic Marketing is the management process of instilling the marketing concept, into the heart of an organisation and it is this key objective which drives Weston B2B Marketing & PR Consultancy. At the core of Strategic Marketing are; Segmenting, Targeting, and Positioning.
There are three* basic and contrasting concepts explaining how organisations function. Needless to say the Marketing concept is the one preferred by Marketers! *(The number of concepts varies between three and five according to various authors, but to keep things nice and simple we stick to three) 1. The Production Concept; 2. The Selling Concept; 3. The Marketing Concept.
The production concept, follows the line of thinking that the most important element of a business is its production facility. This is a view especially prevalent amongst engineers, who focus on the means of production rather than the purpose of the production.Common phrases to spot these include:
- This is the biggest offset widget maker with water cooling in the UK
- We got ISOnnnn in 1987, the first in the industry
- We always focus on quality
- We don’t deliver on Saturdays
The selling concept progresses from the production concept, in that it acknowledges that customers exist, and focuses on selling them as much stuff as possible.The typical phrases include:
- Deliveries were up by 3.5% this quarter!
- I know we don’t have the facilities, but Production must deliver by next week!
- We need some good “marketing” to move the product; brochures, TV ads, golf days, and sponsor the Olympics!
Strategic Creative Marketing Concept
I have a theory supported by the mighty Carl Rogers*.. that marketers who attend the same marketing institutions, read the same marketing text books, employ the same marketing strategies, taught by the same marketing tutors, attain the same marketing certification… leave thinking the same as the next marketer.
How do I know this? Well for one example.. I have won many client marketing and graphic design pitches because where other marketing people (and agencies) read the client brief and pitched for the business accordingly, I have seen for myself (supported by the client) all the pitches were more-or-less the same strategy, design, plan and even the same budget.
I won the pitch because I did my research and ‘interpreted’ the brief arriving at the presentation with a different thinking – out of the box thinking – and a fresh innovative ‘creative strategic’ approach that not only answered the client brief (fully) but enabled me to stand apart from my colleagues, exceeding expectation of the client brief ..and ultimately delivered (exceeded) the ROI.
I did not attend such marketing courses at such marketing institutions. I attended a different type of course that taught you how to become a ‘creative strategic thinker’ albeit marketing, PR, copywriting, graphic design, selling, brand…
Today I have a set of impressive marketing case studies – worked successfully with over 150 UK and overseas clients – leading marketing and PR agencies – publicity manager at 2 of the UK biggest engineering and technology groups – won awards and nominations for innovation in design, marketing, website development.
Just as creative strategic thinking enables me to stand part from my marketing contemporaries so the creative strategic thinking approach will help your company stand apart from your competitors to your customers achieving the key objectives cost effectively.
See also my white papers –
- MARKETING COMMUNICATIONS
- WHY FULLY INTEGRATED MARKETING
- ESCAPING THE ‘MARKET STALL’ APPROACH
- THE BIGGEST EFFECT ON MARKETING TODAY
- THE ‘IMPS’ MARKETING PLANNER SYSTEM
- THE SECRET OF SUCCESSFUL EXHIBITIONS AND TRADE SHOWS
“We was referred to Gary’s marketing services and from the start he impressed us when on the spot he conceived the ‘V-Event’ (award winning) strategy which successfully and cost efficiently launched our business from Finland into the highly competitive UK market variable speed drives sector.” …Steve Takher, MD, Vacon Drives UK Ltd
“Gary worked with us for 18 months successful devising and launching our next generation control and safety system into the worldwide oil and gas / marine and offshore markets against the world’s biggest technology and engineering brands.” …Peter West, Technical Director, ICS-Triplex PLC