7 Quotes to rethink your marketing mix

Last week, we shared a lot of marketing-related links for your reading list. On this week’s post, we look back at the best bits of advice from the pieces we shared:

On Demographics

“The automaker Subaru turned their struggling company around by advertising to a group of consumers other car companies were ignoring: lesbians. Internal research showed that a surprising number of their customers were lesbian, so the company crafted advertising for those buyers. Subaru ads featured captions like “It’s Not A Choice. It’s The Way We’re Built,” and utilized openly gay celebrities like tennis star Martina Navratilova.”

“No B.S. Marketing to the Affluent” author Dan Kennedy

“First of all, lumping the mass-affluent and affluent women together is a serious mistake. Women with $500,000 and up to invest have, for the most part, been more involved with their wealth for a longer period of time. They also have access to a different level of financial advisor and choices of investment-related services. They’re less likely to be paying attention to Suze Orman and Money magazine and more likely to be reading The Wall Street Journal, Forbes and Worth than their mass-affluent counterparts.”

“No B.S. Marketing to the Affluent” author Dan Kennedy

Rethinking your marketing process

“A good ABM (acount-based marketing) campaign does come with a few requirements. First, you need to have a good list of targets to go after. Use a service like Experian, Acxiom, Hoovers, D&B or ZoomInfo to help you find the right specific titles/contacts of individuals who can help maximize success for your business by leveraging their revenue size or geographic location. The key here is targeting specific people, not specific companies.”

Red Rocket Ventures Managing Partner George Deeb

“Marketing is more progressive today and there are packages with differential prices from which brands can pick the one that suits them best. However, even a small investment in digital marketing strategies can deliver the desired result and give a better return on investment (ROI). Not just this, by being a relatively cost-effective source of marketing, digital media can help increase revenues. As per a study, compared to traditional methods, digital marketing has been found to generate 2.8 times more revenue.”

Social Frontier co-founder Abdulla Basha

“The goal of a marketing-first approach is not to inhibit other stakeholders by steering the conversation toward sales. Although this approach does aim to increase revenue and pipeline, the mechanism is led more by influence than sales. This gives the company a better chance to be seen, heard and accepted by end users, naturally increasing sales through stronger brand recall and visibility.”

Wipro Global Marketing Director for 5G & Telecommunications Ranjita Ghosh

On improving your marketing skillset

“Of course, digital marketing can help any business (no matter the size) to achieve so many things especially if used properly with the right digital marketing tools, each aimed at addressing different aspects of marketing.”

Digital Agency Network’s Lilian Chifly

“You can reach people outside of your target by applying your skills to different business models. To create a valuable commercial product or tool you can use your skills and knowledge.”

Digital Agency Network’s Gulsen Erkilic

Before we cap off this post, the Digital Marketing Playbook seminar is in its second edition, featuring Jason Cruz of ADA as our digital marketing strategist.

Learn how you can play to win in digital marketing and join us at Tower Club Makati on Friday, June 19, 2020. Call +632 8633-0153 / 8535-1150, text +63 920 981 4376 / +63 920 924 2532 or email info@exlinkevents.com. You can also register online.

Header Photo by Erda Estremera on Unsplash

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