It's not in your imagination, but marketing your business is getting a whole lot harder. What was once an easy to achieve goal, is now polluted by too many choices for both your customer and yourself, in the marketing mix.

As a customer, it is confusing and very few companies have fine-tuned the art of simple. We all learn at University to "Keep It Simple Stupid" - the KISS principal, but too many of us have forgotten that and perhaps we no longer believe it to be relevant. I do. Confusing the client, and our clients confusing their customers is a huge mistake and only when a customer identifies this do they start the breakthrough to achieving their next step towards achieving their ultimate marketing goal.
Why your marketing strategy is out-dated

I have the privilege of a global network, aided in part by my travels and thirst for learning, and also through the sheer fact that we have offices everywhere. This network grows and expands but is often hindered by reality. We cannot be everything to everyone. We have to stay on brand. We are a subscription model - and that is our bread and butter. When we deviate, we fall into the category of trying to be everything to everyone.

The outsourced marketing department model

It is simply the smartest move I ever made in business. While so many companies are downsizing, or trying to cut costs, but deliver a higher, more professional service, there is no area more important than the ability to take to the market a brand that people resonate with.

We provide a complete outsourced marketing, all inhouse with no freelancers or outsourcing. Something that other marketing companies cannot attest to or promise. We do this because our philosophy is that it is impossible to manage your entire brand consistently with the same messaging and perfection if it has a lot of different suppliers with different ideas. That collaborative approach is imperative to growing companies and delivering better brand experiences for their customers.

Where Marketing Eye really stands out

Our people don't just have skills in one area. They have them across the entire marketing mix. Our thorough approach to a marketing strategy is unparalleled in the marketing and we continually, relentlessly improve what we do.

We also invest in technology. We know our craft better than most and as such, can see to the future. Marketers will be replaced by machine learning, robots and artificial intelligence and that is not some airy fairy statement. It is fact. We are doing this ourselves, so that our clients receive a more accurate, data driven marketing strategy that allocates their marketing spend to areas that will achieve the results they are looking for. We want our industry to only produce marketing strategies that work. There is enough work for everyone, if you are trained. What technology does is improve the process, and ensure that we provide more time in the creative space, than just focusing on areas that "anyone can do".

A marketing strategy is a fluid document

I spoke to large corporate, family owned business, Vanad Group in the Netherlands last night. They have already beaten their targets for the year, and on Monday they will sit down and re-write their strategy. If you have surpassed your goals, or you are not reaching your goals, something has to change. Don't think that a marketing strategy is cast in stone - it is not.

Rethink your business, and where marketing supports your goals

Marketing underpins your business goals. It supports your marketing team, drives leads to your business and accelerates your ability to connect with customers and prospects. If your business is failing to hit the mark, look at it differently. Bring in your mentors or friends who know a thing or two about business, and brainstorm. Don't be afraid to hear things about your business that you are not 100% ready to hear. It's the best learning curve on the planet.

Marketing strategies are your blueprint

Tick off every area of your marketing strategy as you achieve it. Don't disregard areas just because they are too hard. If you can't do it, hire someone who can. Make sure you have the right team in place and are able to deliver on your marketing strategy. A secretary cannot be the manager of your marketing strategy, nor can someone who doesn't have marketing experiences. Sales is not marketing. Project management is not marketing. People go to University for 4 years to learn marketing, and then they still don't have the skills to work in the real world. It is the next few years that really count to graduates and getting skills across the entire marketing mix is imperative.

Your marketing strategy will help determine how successful your business is. Remember that. 

If you want a free consultation for 1 hour on your busines and where marketing fits in, please give us a call.
Mellissah Smith is a serial entrepreneur and business leader with more than 20 years' experience in marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye

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