A Guide to Apply the Best Marketing Design Strategies
The life cycle of a product or service includes several stages. Even before it exists, the marketing design is evaluated to consider the feasibility and how good or bad it is to start the project.
There is no denying that marketing design has changed, and brands are now looking to connect with potential customers in different ways and build the brand reputation expected in the digital age, among other things.
Marketing is a social and managerial process in which groups and individuals obtain what they need and want by producing, offering, and exchanging valuable products with their peers. It is about understanding everything behind sales to motivate and drive them.
Marketing design consists of the theoretical basis and the application of each step.
Types of Marketing
Think of marketing as a set of business development activities that follow a sequence called marketing design.
Marketing design includes the analysis of marketing opportunities, the research and selection of target markets; the development of marketing strategies; the planning of marketing programs, and the organization, implementation, and control of marketing activities.
- Social marketing
Its objective is to draw attention to or help alleviate social problems, such as those related to public health, food, work, education and housing, among others. It is designed to improve general well-being.
- Mass marketing
It involves the mass production, distribution, and promotion of a product or service without any subdivision. This is a tactic that tries to attract all types of buyers without focusing on a specific buyer persona.
- Personal marketing
It is a strategy that focuses on the preferences, history, and profile of a specific consumer to create a more direct and personal communication with each individual. This is also called one-to-one marketing.
- Business marketing
This type is part of a larger strategy that takes into account various factors to create a successful sales plan. In this way, products and services can be promoted and made known to more people, making the closing process easier for the sales team.
In marketing design, research and analysis are important so that we don't go into the market completely blind.
This will be greatly helped by data analysis, trend analysis, and social needs tests.
The goals and objectives of the research must be clear so as not to waste resources and reduce costs.
When it comes to opportunity, it refers to the probability that the product or service will be fully adopted.
This is where the marketing process begins. There are different scenarios to determine if an opportunity exists:
- When something is in short supply, that is, when people line up to buy it, or when access to it is very limited, it is said to be a market opportunity because supply does not match demand.
- If there is a product or service that meets customers’ needs, but whose condition or features could be improved, this is also considered an opportunity.
- Or when there is an unmet need for a product or service, although this opportunity is often rare as it requires a high degree of innovation and creativity.
Market Research in Marketing Design
Market studies or surveys must consider the minimum variables for decision making. The first is the method of obtaining the information, and then the interpretation of the data collected.
Ultimately, this interpretation must end with a decision based on the findings.
Market research plays a vital role in marketing design. This is done in different stages:
- Information gathering;
- Data interpretation;
- Differentiate by relevance.
During this stage, all critical points, factors that may or may not threaten the implementation of the project, must also be taken into account.
Using the information from the previous steps, we may well discover the market we want to enter.
In addition, the characteristics of the product placed on the market must be taken into account. Then comes the market segmentation of the target group. The segmentation criteria can be different, since they can be based on: socioeconomic level, age, gender, educational level, geographic location, etc.
After analyzing this data, we can determine which are the best and most viable strategies for this segment.
After the market research phase, it is time to start to plan the marketing design.
Strategies in Marketing Design
Marketing strategies seek to achieve consumer satisfaction through offers that meet their needs.
These strategies allow companies to reach their customers with the right offers, at the right time, to achieve the ultimate goal of whoever creates the business model: sales.
For this reason, marketers try to understand the psychological, cultural, and behavioral factors of the people they want to reach.
On the other hand, there is statistical data that shows the big picture they are up against, and the numbers they need to hit.
In addition, creativity must be present so that strategies do not become obsolete.
It is necessary to initiate a strategy to promote a product or service in the market that is involved in the process. The strategies are:
- Segmentation: the market segments to be presented must be selected and focused on those with the greatest potential, based on the data collected in previous operations;
- Differentiation: In this section we think about the characteristics that will distinguish a product or service, be it the price, the presentation, or other characteristics that make it stand out;
- Positioning: This is to determine how what is offered to people will become a benchmark. Advertising is the main factor at this stage;
- Assertiveness and flexibility: How far the company is willing to go; that is, what can be considered feasible and what is not, depends on their capabilities.
Application of Marketing Design
Once the market segments have been identified, it is necessary to create incentives for the departments to carry out the planned activities. In addition, determine the methods, procedures and techniques that will be used to carry out these activities.
There must be mechanisms to evaluate the results of the established programs and determine their effectiveness.
All the strategies and tactics discussed in the previous steps are here as the initial part of the process, because here we want to know how well the previous actions performed.
At this stage it is very important to remember the solutions we offer. As long as we use it as a slogan, we can add value to the product or service we sell.
This is the stage of the marketing process where strategic and tactical planning is applied, and it should not be forgotten that the purpose of the business is to add value to the market, which is manifested in the customer's commitment to the objective of "satisfactory experience".
With that in mind, it's time to:
- Produce or conceptualize products or services designed to meet the needs and desires of target markets.
- Adopt a pricing policy that the target market can and is willing to pay.
- Implement distribution channels to deliver products or services at the right time and place.
This is the final part of the marketing process and takes into account how the campaign has done in three ways:
- Strategic control: to make changes or corrections in the implemented strategy; this control is important because there are constant changes that can occur internally and externally;
- Check profitability: understand if the revenues have been able to provide a representative return on investment, and if other financial indicators indicate the sustainability of the business;
- Verification of the plan: Review the execution cycle of the defined strategy and compare it with similar cycles.
- Performance tracking: It can reveal what the company is earning in different products, geographic locations, markets, or channels.
Marketing design is a series of activities that a company carries out when launching a business or presenting a product or service.
Marketing as a theory contains many variables that may seem simple or that anyone can do it. Many call it science; many call it art. Maybe a bit of both, because as a science it is a structured process that must be respected, while as an art it is simply limited to our creativity.
For this reason, if one day we decide to sell an idea or a product, we must always remember that success is as much in following the formula as in exceeding it. If you manage to combine these two things, you’ll get it right.
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