Starting off as an art, marketing soon turned into a science, one that organizations latched onto, and used as their primary means for spreading awareness and supporting sales - “supporting” being the operative word here. While marketing has always been seen, predominantly, as a support function in organizations, I personally believe that, if used intelligently and with finesse, marketing can be used as a lethal, secret weapon to increase your organization’s brand value and achieve improved revenue potential.
In today’s advanced, technological era, it is very easy to get lost or muted in the sea of communications that surround us – digital or otherwise. Organizations are vying to be heard. And potential customers actually want to hear about anything that will help give them an edge over their competition in the industry. But, because marketing has evolved into a science, organizations end up talking about the same things – in the same way, thus ending up in a pile of anonymity. Worse still, they end up talking about the wrong thing to the right customer and lose their mindshare. For example, if you don’t talk about what differentiates you from your competition and establish how that differentiation is exactly what will benefit the customer, you will not be able to create a connection or further your recall value with your prospect. Alternatively, if your prospect is exploring the market for a testing consultant, and you don’t speak about how your testing prowess will benefit the customer, you have lost a deal right there.
So, what should organizations do differently? How can they tap into the secret sauce that is and always was, within reach, and use it to drive and lead sales?
The answer has always been – marketing! Today, true marketing is no longer just science – or even just art, for that matter. Working at the intersection of content, design and strategy, marketing, in the true sense, needs to evolve into an art of science. Yes – you read that right. While science will ensure you perfect the recipe and get it right every time, art is what will make you tweak the recipe just so, to give it that oomph to cater to different sects of your customers. And it will ensure that you have a strong voice and identity in this digital world of anonymity and clutter.
Relevant content is the foundation for success. Organizations typically have loads of content at their disposal, but very little idea of what to do with it and what exactly will work. The need of the hour is to carve out as much relevant content as possible, from as little data, with maximum longevity.
The ability to design relevant content into meaningful consumables is what enables an organization to differentiate itself from its peers and establish a unique voice in the market. Since customers today dictate the pace of an organization’s success, it is important for an organization to speak the same language as their potential customer and resonate.
Having great content, and the ability to convey that content effectively to your customers, is not enough. Timing is everything – as is your target. Devising the right communication strategy to ensure you strike the right conversation, with the right customers, at the right time, will propel your chances for success exponentially.
Your organization’s marketing function has been a dormant control center for a long time. It is time to wake up and smell the sauce! Your Marketing function is a powerhouse like no other. Working at the heart of your organization, marketing is the secret sauce with the perfect blend of content, design and strategy, to bring to the table. Marketing is the art of science that has potential to turn mundane into extraordinary, giving your organization a better chance at perfecting the science for success.