This is an interesting article that puts its key focus on an important area of marketing
that is widely ‘known’ but not well ‘understood’ by many- Marketing Content
Development! The author quite intelligently identifies the key reason for a lot many
B2B marketers failing to achieve their marketing goals. This key reason is, the lack of
proper focus on the “quality” of content in lieu of an increased focus on the
“quantity” of content in marketing.
With the widespread use of digital media and fast paced connectivity (via internet),
the amount of marketing literature such as blogs, articles, video logs (or vlogs) is
exploding all over the world. Every marketer around the globe is in a rat race to
publish as much content on the digital
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The result of this approach
is the cropping up a critical issue as highlighted by the author. This issue is - A
reduced focus and effort on developing a ‘documented content strategy’ for
marketing literature resulting in reduced efficiency of marketing content due to low
quality. This article provides evidence that there is a tangible reduction in a
documented marketing strategies developed this year as compared to last year (35%
last year vs 32% this year). This gradual reduction has impacted the quality of
marketing content and thereby has reduced the ‘effectiveness’ of the marketing
content. Marketers have acknowledged that the effectiveness of the marketing content
developed by their organizations in this year has reduced to a 30% from a 38%
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He relates the process
(development of marketing content) with the final outcome (efficiency of marketing
content) and makes a compelling case to support his findings. Secondly, he proposes
a methodical, step by step solution that is hinged on tried and tested concepts in
marketing such as market research and brand development. The third support point is
that the author is able to think out of the box and look at a chronic problem with a
different set of eyes. He uses his understanding of marketing with his logic and
experience to propose a simple yet powerful solution and once again proves the point
that thinking creatively and differently by looking at a problem with fresh perspective
can yield solutions to the most difficult issues that we face in day to day life! The
impact of the observations and solutions proposed in this article could be immense on
marketing and the society in general. If diligently applied, the author’s solution, in my
opinion could save millions of dollars wasted on watered down and insipid marketing
content/ literature and foster the development quality rich marketing content that
would connect marketing initiatives to tangibles sales
More new products need to be introduced and research needs to be done to find out which products will be most popular and profitable.
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
Firstly, one of the most important focuses would be given to the target customer as we will need to know more about their taste and preferences. What it is they need and or want. Particular topics covering this area will be, the need for ‘Market segmentation’, identifying a competitive position in the market about to enter in the market and studying consumer behaviour, will all be discussed.
Kotler, P. and Armstrong, G., 1991. Principles of marketing. 1st ed. Englewood Cliffs, N.J.: Prentice Hall.
Kotler P., Armstrong G., Saunders J., Wong V. (2002) Principles of Marketing, Pearson Ed.Ltd, pp.185-188
I found the main goal of the article to explain the concept of marketing. As the author implies, the concept of the marketing mix is a great tool to give an answer to the question “what is marketing”. It is a great introduction of the elements of marketing as a whole, with visual charts that sum the different marketing forces. Marketing is not about doing or not doing, its mainly about doing the right things for your operation with consideration of the resources that are available. This also sheds light over the fact that managing functions of marketing must be oriented to the market and with consideration of the marketing changes make a marketing mix that fits the resources of the firm.
Kotler, P., & Keller, K. (2012). A framework for marketing management. (5 ed.). Upper Saddle
In business-to-business companies, the company is seeking out a smaller, focused target market. B2B companies usually offer something to other businesses that help another company to increase productivity or offer another benefit that the company will need. Therefore, the company must target a smaller group of companies that will have a demand for this product. The target market can increase after some level of success has been achieved. However, because of the focus on relationships throughout the marketing strategy, smaller target markets are easier to approach and to continue building and nurturing that business relationship.
Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Charnes, A., Cooper, W., Learner, D. and Phillips, F. (1985). Management Science and Marketing Management. Journal of Marketing, 49(2), p.93.
When choosing the marketing strategy an organization needs to recognize that the essential point of marketing is building profitable relationships with the target consumer, however, the organisation has numerous choices in planning their marketing strategy. A considerable number of corporations in the world define marketing as knowing the requirements/needs of the target market and convey through a different medium the idea that their product fulfils the consumer’s need better than the competition.
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed., p. 267). New Jersey: Pearson Education.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.