The History of Marketing Infographic that you can access by clicking on the image to the right illustrates well the diversity of approaches that have been covered by that word. This infographic was created by Hubspot.
Throughout this long history, there have really been four major emphases in marketing. There has been a gradual evolution from the view that the seller was in control to an acknowledgment that it is really the customer who is in charge.
Summary Of The Key Changes In The Marketing Concept
- Direct selling – Marketing was sometimes used as a synonym for this
- Outbound marketing – Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. It may involve: Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), cold calls, and email blasts.
- Permission marketing – This is a concept created by Seth Godin. Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
- Inbound marketing – This is the best way to turn strangers into customers and promoters of your business according to Hubspot.
Natural MarketingThat phrase natural marketing should not be interpreted as a method solely to be applied in selling the fruits of nature. It is concerned more with what works naturally both for the seller and for the buyer. You can find a more detailed explanation of this topic in our free e-book, Marketing Right Now. Click on the image to the right to download a free copy of this PDF book.
This alternative approach to marketing is a way of developing a communication process and a relationship between a buyer and a seller. Natural marketing develops a connection between seller and buyer using processes that for each fits their natures. The result should be a relationship where there is mutual respect and trust. It is an evolution of the various ways that marketing has been applied In the past.
Your To Do List In Developing Your Natural Marketing StrategyCycle round the following key factors (NATURE) to develop a set of answers that work together (synergy) in an optimal way for you the supplier and your targeted clients:
- Avatar (persona), Attributes, Archetypes
- Time – a scarce resource for seller and for buyer
- Unique Selling Proposition – compared with the competition (SWOT)
It is always more effective to involve a coach as you go through this process. This should be someone who is very knowledgeable and with whom you have mutual trust and straightforward communication both ways. It is important to have this second opinion which will thoroughly test the validity of your ideas.
1. NicheN is for niche, which is that section of the marketplace that you believe you can best serve. The more you can focus on a more tightly defined niche, the better you are able to provide products and services that will meet the needs of your target customers.
2. Avatar (persona), Attributes, ArchetypesThe A letter introduces the notion of an ideal target customer. With such a person in mind, it is very much easier to fine-tune the specification of your product or service.
3. Time – the scarce resource for seller and for buyerThe most critical resource of all is time both for you and for your potential customer. This covers both the amount of time involved in completing certain actions and also the elapsed time it takes to achieve certain results. Time should be budgeted and planned even more carefully than you budget your cash flow. After all, you can borrow money but you can never borrow time.
4. Unique Selling Proposition – versus competition (SWOT)There are always competitors who may be considered by that ideal target customer. You should carefully compare how you will be perceived by that customer relative to the principal competitors. Your Unique Selling Proposition defines how you offer better value to your prospect. It is the way you stand out from the crowd. A more detailed way of doing this competitive comparison is the SWOT analysis method. This looks at the strengths and weaknesses your business may have relative to those competitors. It also looks at the opportunities that may exist in the marketplace and the threats that could derail your business.
5. ResourcesA successful market launch requires a variety of resources including the following:
- marketing tools to make prospects aware of your company, to develop leads and convert these to purchasers
- products/services to be provided to customers
- products/services that will help to maintain customer loyalty
6. ExperienceEvaluating the customer experience as they make their purchasing decision, use your product or service and receive whatever follow-up after service you may provide is an excellent way of confirming that you are doing the best possible job for your customer. You should consider what that customer experience should be and how you can measure how well you are delivering that experience.
The executive summaryA natural marketing strategy emphasizes the customer experience and develops the best possible relationship and communication process between the buyer and the seller. The methods used should be natural for both parties. A successful strategy will lead to a strong growth in sales and customers who have a strong loyalty to the supplier.
The fastest and most efficient way for you to handle this could be to involve a business coach. Contact us if that is something you wish to explore.