Renee Prejean-Motanky

The Tools of Marketing Aren’t The Strategy

In marketing on June 3, 2009 at 2:23 am
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The curse, and challenge, of marketing is that it’s at the apex of competition, which depends for its success on being ahead of the curve.  Competing requires attracting your target audience’s attention, generating excitement, reinforcing credibility and, if you’re selling professional services, building a context and an opportunity for selling.

And your message has to stand out from all the other messages out there…to resonate in some way that your target audience can’t ignore.  So we have to use  tools to start a meaningful dialogue and listen to what potential clients/customers tell us.  Then create a winning strategy and use the right tools to execute it.

Part of the problem is that we all have the same marketing tools available to us.  We all have access to the media, can utilize PR, direct mailadvertising, the Internet and so forth.  And most of us are fairly proficient at using most of these tools. 

But if we all have the same tools, what makes us different from each other?

The answer?  Two things:

  1. the strategic use of these tools and, more important,
  2. the artful use of them.  

We use tools to paint a picture  and that’s what matters because that’s what will (or will not) be remembered!  Similar to painters, for marketers, the genius lies in the final picture, not the tools used to create it.

It’s important to understand that the tools aren’t the strategy–they’re simply the tools!  And creating the marketing strategy begins with understanding the market (who) and moves through a series of steps (how, what, why, where)  to craft a position and artfully execute it.

The more original and the more accurate a solution is at addressing the needs and interests of the target market, the more successful the program.  

 Seth Godinsaid in one of his recent blogs (and I agree); “Marketing is both Science and Art.”  He made such an excellent point.


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