Concept Company

by Tina Hutzelman

The world of marketing has changed.

Not long ago, one of the key differentiators among marketing companies was “those who could versus those who couldn’t put together an integrated marketing campaign.” Those who could were seen as strategic thinkers, those who couldn’t were seen as project houses.

What was once a point of differentiation is now the point of entry. Today, if a marketing company does not engage in strategic thinking and build campaigns that integrate both print and electronic media, they’ll likely find it more and more difficult to remain competitive.

Today, the marketing consultants who impact industries and drive growth for their clients, will be those who triangulate three different, yet interrelated, points of view:

• Marketing consultant
• Their customers
• Their customers’ customers

The marketing consultant’s point of view brings their experience and processes for applying that experience to various situations.

Their customers’ point of view brings the customers’ business goals and how the marketing company and customer will remain accountable to each other to achieve those goals.

The customers’ customers’ point of view brings insight into what drives someone to purchase or not to purchase.

If a marketing consultant only takes into account two of the perspectives, it’s like trying to sit on a three-legged stool with one of the legs missing. You may be able to balance for a bit, but eventually you’ll tip.

Tags: marketing perspectives, strategic marketing

This entry was posted on Friday, April 10th, 2009 at 9:56 am and is filed under Lead Generation, Marketing Accountability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.