1) Why Marketing Is More Complex Today
- Attention overload: thousands of messages compete for the same few seconds of focus.
- Multi-channel journeys: discovery, research, purchase, and advocacy happen across many touchpoints.
- Data abundance: dashboards are full, but insight is scarce.
- Higher expectations: customers expect relevance, speed, and transparency.
- Ethics & trust: privacy, sustainability, and inclusion shape brand perception.
Translation to practice: choose your audience, choose your channels, and say one clear thing consistently.
2) Start with Insight: Who Are You Really Talking To?
Every good campaign starts with a specific person in mind, not “everyone”. Practical insight is built from:
- Segmentation: group people by needs, behaviours, and context—not just age and gender.
- Personas & jobs-to-be-done: what are they trying to achieve, avoid, or feel?
- Barriers: why might they not choose you? Price, habit, risk, confusion?
- Triggers: what moment makes your offer suddenly relevant?
Shortcut: “My ideal customer is a [who] who wants [outcome] but struggles with [problem].”
3) Positioning: Why You, Not Someone Else?
Without positioning
- Generic “high quality, great service” messages
- Competing only on discounts
- Confusing or forgettable identity
- Short-term spikes, no brand memory
With clear positioning
- Simple value promise in 1–2 sentences
- Specific problem and outcome
- Distinct tone, visuals, and proof
- Consistency across all touchpoints
Formula: “For [audience], who want [benefit], we are the [category] that [differentiator].”
4) From Strategy to Plan: The Modern Marketing Mix
- Product/Service: is the offer genuinely solving something?
- Price: does the price match perceived value and positioning?
- Place: where and how people discover and buy (online, offline, hybrid).
- Promotion: the story you tell and where you tell it.
- People & Process: delivery, support, and experience.
- Physical evidence: reviews, social proof, case studies, branding.
Reality check: no ad can fix a bad product or a broken experience.
5) Content & Channels: Showing Up Where It Matters
- Owned channels: website, email list, blog, community — assets you control.
- Paid channels: Meta/Google ads, influencers, sponsorships — fuel for reach.
- Earned media: PR, shares, reviews — trust built through others.
- Social storytelling: behind-the-scenes, education, and real people, not just “Buy now”.
- Consistency: repeating the same core message in different creative executions.
Rule of thumb: start with 1–2 channels and do them well before adding more.
6) Make It Measurable: KPIs & Feedback Loops
Track weekly or monthly:
- Traffic & reach (who saw you)
- Engagement (who interacted)
- Conversions (who acted)
- Retention (who stayed)
↑ CTRmessage relevance
↑ CVRoffer + landing page fit
↓ CACefficient acquisition
Cycle: Hypothesis → Test (A/B) → Learn → Keep what works → Repeat.
7) Human Side: Brand, Trust & Relationships
Behind dashboards and campaigns there are humans. Sustainable marketing respects them:
- Brand voice: authentic, recognisable, not copied from competitors.
- Community: two-way conversation, not just broadcasting.
- Transparency: clear pricing, honest claims, visible values.
- Inclusion: diverse representation and accessible experiences.
Long game: performance ads drive today’s sales; brand building makes tomorrow cheaper.