Three Takeaways on Marketing Strategies

There are a number of ways to create successful marketing programs, as well as a number of ways to flop. Good marketing campaigns use proper segmentation, research and development, and other marketing tools and techniques. After reading three articles on this topic, I realized three very important points.

1. "Product positioning involves tailoring a whole marketing program" (Djamel Eddine Laouisset in Positioning a New Product or Service). This is important because marketers can't just focus their attention to one or two attributes of the product. Attention to details such as packaging, distribution, and image all impact the success of a marketing campaign for a new product. It is crucial to consider every detail of a product to ensure that it accurately targets a specific market segment. If the price is extremely expensive but the packaging is poorly designed and cheap, consumers will receive mixed messages about the product. It is therefore completely necessary to be thorough and consistent when designing the marketing program.
2. "Two popular concepts in contemporary marketing that champion marketplace embeddedness are those of relationship marketing (RM) and customer relationship management (CRM)" (Russell W. Belk in Markets and Marketing). More and more, consumers want to have a relationship with a brand. We've watched several videos in class concerning social medias role in maintaining relationships with customers. If done effectively, a company can ensure greater customer retention and higher profits. There is more and more advanced technology surfacing allowing more effective CRM. Companies are willing to spend significant amounts of money on these programs because they know that they will achieve results. Programs such as frequent flyer miles and meal/drink punch cards are examples of this theory. A classic example RM's effectiveness is exhibited during a Seinfeld episode. Elaine has a punch card for a sub sandwich shop, and even though she doesn't think they taste particularly good, she still continues to go back because of the promise of a free sub for her loyalty.
3. "Social marketing ultimately is about behavior change" (Timothy Edgar and Megan J. Palame in Social Marketing Campaigns).  We watched a video in class about a man who bought the same sandwich at the same restaurant every day for lunch. He stressed the importance of how a good marketing campaign could change this behavior and make him consider eating something somewhere else. A successful marketing campaign will interrupt your current habits and make you consider trying something new.  Marketers need to emphasize why their product or service is different and an improvement upon the customer's current pattern. The change that is encouraged also has to be specific so the campaign can be direct and effective.

While this is just a taste of some of the important principles that marketers should follow, they are all necessary to producing an effective campaign.