The Missing Link: The Most Important Part Of Your Marketing Plan Has Been Absent All Along
Can you remember a day when you didn’t encounter a single advertisement? Probably not. Whether it’s the giant billboard on the side of your office building or the internet pop-up that just won’t quit, advertisements are brands shouting their way into your life. You probably ignore the majority of them, simply because you don’t have interest in what they’re selling you. And you’d be right if you said companies waste a large amount of time and money on ads that are ignored on the spot.
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Good news: there’s a better way to get inside people’s lives. It involves rethinking what you learned about marketing and looking at some of the world’s fastest growing businesses – like Uber, Apple, and Airbnb – for inspiration. Marketing specialist Bernadette Jiwa does just that in her book Difference.
If you’ve studied marketing, you already know about the four p’s – product, price, place, and promotion. You first develop a product to sell, figure out financials and demographics, and then promote, promote, promote. But there’s a fundamental issue with that approach, because it ignores the most important “p” of them all: people.
Here’s the bottom line. When you’re creating a product or developing a marketing strategy, make sure you’re fitting the product to the people! Read more about what the most innovative companies are doing in Difference by Bernadette Jiwa.