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Marketing and the goal of marketing

Marketing and the goal of marketing

The goal of marketing is to manage perception and change the behavior of your target audience. All marketing activities and every aspect of marketing fall under the goals of managing perception, changing behavior, or both.

A marketing campaign is a process that includes a series of activities or steps designed to alter the perception and behavior of customers or prospects.

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A solid marketing foundation

Before building any marketing campaign, companies need to have a solid marketing foundation. 

This foundation should include strategic messaging, ideal customer profiles, and competitive positioning. It is only on this solid foundation that effective marketing campaigns can be buil...

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Focusing on channels rather than customers

The absence of a marketing playbook leads to the biggest mistakes that companies make in designing marketing campaigns — they focus on marketing channels rather than the target customer.

In some companies, even teams are structured around channels — pa...

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Segmentation is key

Segmentation is crucial to running effective and efficient marketing campaigns.

It’s worth exploring how your market can be segmented into an economically viable set of customers.

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Account-based marketing strategies

An account-based marketing strategy can help narrow your market even further and focus on reaching your target on many levels in organizations with different value-based messages for each stakeholder

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Understand your buyer journey

Journeys and the pattern of customer/prospect engagement are more insightful than first-touch /last-touch attribution analysis.

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How successful marketing campaigns are structured

Start with the target customer, market segmentation, and only then moves to messaging and channels.

Before designing your next marketing campaign, make sure you answer the following questions:

  • Who is your target customer?
  • What is the goal of your current ...

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What is strategic messaging?

The Goal of Marketing = Controlling Perception + Changing Behavior

Strategic messaging is a value-based communication framework that companies employ in all interactions with stakeholders — employees, prospects, customers, partners, and investors. 

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Ignoring the capability of our brain

But, people don’t understand the process of thinking, they tend to ignore the amazing capability our brain has. Much of what we do in everyday life involves a process — a series of actionable, repeatable steps that can be performed to accomplish the desired goal.

For example, we have a pr...

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