Where Has All The Good Marketing Gone?
What You Can Learn From Top Marketers
Michael Fleischner
I don’t know about you, but I feel like there is a scarcity of
good marketing today. What do I mean “good marketing?” You
know the kind of marketing that sticks with you and drives you to take
action. The only marketing that has really moved me in the last couple
of years has been from Apple. How do I know? I own 3 ipods.
You might be thinking to yourself that it’s more the product that
drives behavior than the marketing, and when it comes to the ipod I don’t
necessarily disagree. However, I would argue that in some ways, the marketing
has to be even better than it does with your run of the mill product.
Apple has maintained a certain level of success with their marketing
and now that marketing must not only tie together with previous marketing
campaigns, but convince current customers that their current products
are no longer sufficient.
It appears that this is done, not through slight of hand, but by showing
you what you can’t do with your current device. By illustrating
this in a manner that is contradictory to your current satisfaction, it
does make you feel like your ipod – which was fine until a moment
ago has suddenly become inadequate. To me, that’s really good marketing.
So what can be learned from the tens of millions that Apple spends on
advertising every year? I think the answer to that question is to work
in lock step with your product development team to showcase developments
and tap the emotions of those using your products. When I use my iTouch,
I feel empowered, cool, and complete. I wouldn’t have reached that
conclusion without the help of marketing to get me there.
The lesson that I’ve learned is that marketing, if done correctly,
helps us to define how we feel about a product. Once you have prospects
and customers attaching emotions to your products, you develop loyal customers.
The next time that you’re thinking about a marketing campaign, consider
how you want your customers to feel about your product.
Manage the entire purchase decision process in order to consistently
manage the experience to reinforce or produce these desired feelings.
Once you’ve been able to do that successfully, your creative, marketing
messages and promotions should be relatively easy to produce. Now that’s
what I call good marketing.
****************************
Michael Fleischner is an author and Founder of MarketingScoop.com.
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