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Zusammenfassung von Marketing Above the Noise

Name: Marketing Above the Noise
Rating: 3.8 (31 reviews)
Author: Linda J. Popky

Linda J. Popky

Achieve Strategic Advantage with Marketing that Matters

3.8 (31 Bewertungen)

20 Min.

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Marketing

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Marketing Above the Noise
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What’s in it for me? Win more customers by cutting through the noise.

Almost everything you read on marketing these days is about using new technology, following new trends and employing new approaches. More often than not, however, newfangled techniques are merely a quick fix – and the underlying issue persists. Plus, what about your poor customers, constantly bombarded online by ads and pop-ups?

Over the course of her 30-year career in marketing, Linda Popky has seen many a trend come and go. She’s also learned that contributing to the noise of the marketplace – or trying to yell above it – isn’t a good way to win customers. Instead, it’s better to take what’s useful from the new trends while focusing mainly on the classic, timeless marketing techniques that keep your focus on what’s most important: convincing customers to trust you with their business.

That’s why she made her Dynamic Market Leverage model, which covers all the bases of running a marketing organization with long-term success. These blinks go through every part of it, from strategy to market analysis.

In these blinks, you’ll learn

why your employees are as important as your customers;
what was wrong with Obamacare’s launch; and
how to avoid the mistakes made by JCPenney and Macy’s.

Marketing noise is everywhere, but you can cut through it and reach your customers.

These days, every organization gets sucked into the latest marketing trends. But all these flash-in-the-pan ideas have resulted in levels of marketing noise more deafening than ever before – noise that most consumers do their best to ignore. So how can you separate yourself from the pack and really get through to customers?

First, you must understand the two kinds of noise.

Marketplace noise is what customers get bombarded with. This includes messaging from your competitors – usually poorly written, confusing messages – and the ads that pop up on email and social media.

The other kind of noise is within your organization. It’s what you have to work against, even when you have a brilliant marketing plan with a strong message.

But how do you get above the noise? The best way to start is by creating a positive sound.

In conversation, you can only avoid noise in two ways: talk louder than the other person or be completely silent. In marketing, if you go for the former, customers will get annoyed with you, and if you opt for the latter, they’ll ignore you.

But in the marketing world, there’s also a third way: you can create something positive that people want to be around.

To do so, you need to understand your environment. What are people discussing, and why?

You also need to study the concepts that have endured over the years. Chuck out any short-lived trends and go for what has been proven to work.

Lastly, integrate these ideas within your organization.

The result of all this is what the author captures in her Dynamic Market Leverage model, which focuses on long-term strategies that get through to customers and go beyond fads and new technology. It encompasses everything, including strategy, products, customers, brand, communication, operations, sales channels and market analysis.

The Dynamic Market is not about the hottest marketing trends. It simply focuses on convincing people to trust your organization.

Build a strong foundation by setting the right marketing strategy.

The cornerstone of a great marketing campaign is strategy; if you don’t know where it’s going, how can you hope to market your company?

And if you want to build a stable foundation, you must define and prioritize your goals and establish how to present and address yourself to the customer.

From the beginning to the end of your design process, stay in contact with your customers.

While some marketing strategies haven’t changed for years, others are constantly evolving. One major change is that marketers need to engage with and respond to customers quickly and effectively.

Solicit customer input and get to know them.

Sometimes merely welcoming customer feedback isn’t enough to ensure that your customer’s voice really gets taken into account in your organization. Sometimes you also need to make room for customer complaints.

No one loves hearing complaints. But a customer who complains often cares enough about your organization to stay engaged, even during rough patches. The great thing about people who complain is that they tend to have faith in you and your company and, by complaining, give you a chance to change things and make it up to them. Silent, disgruntled customers don’t help at all; they simply disappear and there’s nothing you can do about it.

Build and protect your brand.

If you’ve ever turned your hand to marketing, you’ll know that branding isn’t just about a nice-looking logo or a catchy slogan. Everyone and everything has a reputation – things almost entirely created by branding.

Develop the right tools and tactics to reach your customers.

In the previous blink we saw that attracting new customers and keeping current ones is a matter of communicating in such a way that you can be heard above the noise. But how exactly do you do that?

You must create and curate content that interests your target customer.

Get your sales and marketing teams to work together.

Those in the industry know that marketing can be tricky when sales are thrown into the mix. In fact, it’s not unusual for marketing and sales teams to rub each other the wrong way, even though they have similar goals. Sales reps think marketing people don’t understand what it’s like to be out there every day bearing the brunt of disgruntled customers’ complaints; and marketing people are frustrated that salespeople fail to see how much they help them.

But there are organizations that have managed to move beyond this mindset and have changed the way marketing and sales deal with each other.

Learn how to use customer and market data to get a competitive advantage.

Today, and across all industries, big data is one of the buzzwords most often bandied about. Companies are collecting and analyzing data using billions of transactions to learn as much as they can about customers and the market. But leveraging such information to understand your customers requires that you know how to use and filter it.

Amazon knows how to do this well. For example, the author’s refrigerator filter needs to be replaced every six months. So when she ordered it on Amazon, she chose the automatic shipment option, and now receives a new filter every six months without having to manually place the order.

Your employees are as important to your organization as your customers.

Sometimes the person responsible for sealing the deal is a shop employee who was friendly and held the door open for a customer. Remember: employees can be your most effective marketers – or a marketing nightmare!

Unhappy employees lead to unhappy customers, but happy, obliging employees can make a markedly positive impression on customers.

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Worum geht es in Marketing Above the Noise?

Marketing Above The Noise (2015) guides you through today’s marketing world, helping you separate useful advice from useless noise. Advising against jumping on the bandwagon and following all those hot new marketing trends, these blinks demonstrate that tried and true approaches to marketing are the best way to win over – and hold onto – customers.

Wer Marketing Above the Noise lesen sollte

Marketers and advertisers
Anyone tired of the latest technology trends in marketing
Leaders looking for dependable marketing approaches

Über den Autor

Linda Popky, the president of Women in Consulting (WIC), is a marketing consultant, speaker and author. With over 30 years’ experience in marketing, she’s worked with companies ranging from nonprofits to Fortune 500 companies such as PayPal and Sun Microsystems.

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