“Marketing is not what it used to be.”
“What happened to the 4Ps?”
“It’s more like science and math than marketing.”
“Where is my effort and attention best focused today?”
“Which tools work?”
“Our customers don’t buy like they used to.”
“There’s so many MarTech platforms, I don’t know where to start.”
From the many conversations I have with clients and prospects, these comments represent how many marketers feel in the new world of marketing. They are overwhelmed, confused, and struggling to keep up with a continually evolving ecosystem. Customers are taking new routes to their purchase decision, and traditional marketers are losing touch with them. There’s more data than many know what to do with, to the point where some struggle with how to begin.
Looking back on the 4Ps (product, price, promotion, place—the foundation of marketing), it’s clear that this methodology doesn’t cut it any more. That’s because the 4Ps don’t reflect people and the fact that they like to talk back and engage in a conversation with the brand. This “fifth P” has revolutionized marketing and made our jobs more dynamic and challenging, as have other significant developments:
One-way, top-down communications Multi-directional conversations
Sales rep as prime resource Online research before contact
In-person touch point Multiple digital touch points
Companies in charge Empowered customers
Sales promotion content Educational and engaging content
If your marketing team is struggling to navigate the contemporary media landscape to reach and engage with prospects, here are some tips on formulating a well-equipped marketing team:
- Don’t assume your team should only comprise Millennials. Although it’s important to have people on the team who are naturals at social media, its equally important to have marketers who grew up reading and appreciating the likes of Philip Kotler. Kotler, the father of modern marketing, believes that a single driving principle lies at the heart of marketing: the well-being of the consumer. A mix of ages and experiences (offline and online) will ensure your marketing not only has soul, but also can touch and reach people on whichever platform they spend time.
- Integrate PR professionals with your SEO function. SEO should no longer sit in isolation and be considered too technical for marketers to handle. Instead, it needs to be fully integrated into your PR strategy. After all, a feature in CIO.com with a link to your website is an SEO and PR dream. Start looking at combining these functions.
- Include marketing automation experts. If you’re seeking to drive prospects down a sales funnel and track the ROI of your marketing investment, you need people on the team who understand how to use marketing automation platforms like HubSpot, Marketo, and Pardot. Major companies employ individuals to do nothing but manage marketing automation solutions because of the recognizable impact it can make on their business.
- Don’t rely on one writing style. Copywriters remain a crucial talent, but they must be able to write for many different platforms. The tonality and language used on LinkedIn is very different from email marketing, which is in turn different from case studies and Facebook posts. If you can’t find a single copywriter with a wide range, line up a few who specialize in a particular area.
Last but definitely not least, don’t forget to leverage the value of data. Thought leadership, media coverage, likes, and tweets are not enough to demonstrate the ROI of the team. These numbers must be aggregated to show how the needle is shifting in terms of brand awareness, web visitors, and—ultimately—qualified leads.