The New Basics

Marketing these days is a whole different ballgame. And marketing departments within companies are trying to stay caught up, as the communication that we have with clients and customers is happening through many more channels. The whole dimension of trust has changed, bringing in that magic word, “transparency”. On the other side of the wall from transparency, we have data. So much data.

A recent article in the Harvard Business Review talks about how marketers are trying to keep up with all of this, and the importance of starting the change with a good discussion and agreement on strategy, before you go moving all of the chairs around, changing the structure of your marketing department.

The article is titled The Ultimate Marketing Machine, and it’s available for purchase, like many other HBR articles.

When I think about strategy and the basics of marketing, I think about changing minds. That’s what it’s all about, isn’t it? As our communications, and the way we trust have changed, we need to alter the way we go about changing minds, bringing people over to our brands.

One of the gold nuggets that I got from the article was about data. It said one of the traits of high performing organizations is the ability to integrate data on what people are doing with the knowledge of why they’re doing it. That gives us new insights into customers’ needs and how to meet them.

This whole situation for marketers is similar to what it’s like for farmers. Things have changed. All of a sudden we have all of this data, and we’re trying to figure out what to do with it. Farmers are looking for the right system to align with in order to give them the best advice from their data for their production. Marketers are looking at all of the information that we can capture, and trying to figure out how to make people understand and like our product more.

Certainly, the data part of the scenario is partially about finding the right customers for what you’re selling. There’s a group of customers that get the biggest advantage from your product. Those are the ones to understand the most and target first. To me, an important part of this goes back to what we’ve been doing for years…building trust in your product or service by tapping into those who already know you the best and like you the most…your advocates.

In the marketing process that we deliver, we help you get a better understanding of what your customers are doing and why they’re doing it. During our facilitated conversations, you do gain new insights into your customer base at the same time like-minded people are learning about your product or service from the people who love you.

Marketing is a whole different ballgame. But when it comes right down to it, customers are won by trust and experience and understanding. If you’d like to know more about how we can help with that, please drop me a line at

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