Three words that guide all marketing strategy today

By Mark Schaefer

I’ve been thinking a lot about the malignant complexity of our business world. I get to visit with marketing leaders at companies all over the country (and beyond) and they all seem to share a frustration that they are falling behind. There is an insecurity about what works today, and what’s next.

There are three words that keep rolling through my head as I meet with these friends. The more I think about it, it seems that our marketing direction can be boiled down to these imperatives, despite the complexity of our world.

I think we are beyond the days where we need to insist that market messaging has to be honest, authentic, human, creative, etc. That’s a given. But if you’re looking for a way to focus your marketing and branding strategy, I think is a simple elegance in these three words …

Relevant.

Superior.

Consistent.

I think it is that simple. If you’re struggling with a marketing strategy, it might help to ask these questions:

  1. What makes us relevant? Who thinks we are relevant? Are we sure about that?
  2. The people who love us — how are their needs changing? What do we need to do remain relentlessly superior against all possible disruptions?
  3. How do we express who we are in every single thing that we do? Every customer touchpoint is marketing. Do our customers see a consistent expression of our love for them in every interaction?

Whether you are B2B or B2C, high tech or low tech, a blogger or a movie studio, I think this is the appropriate focus.

Is this helpful? Let me know your thoughts.

Mark Schaefer is the chief blogger for {grow}, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration courtesy Unsplash.com

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Originally published at www.businessesgrow.com on May 21, 2018.

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.