The Seven Commandments of Marketing
December 22nd, 2009 | Author: Farid
The Seven Commandments of Marketing
The classic book by Stan Rapp and Chuck Martin recommends forget the concepts of old and new economy because “the only one that matters is real, and that is the economy of the Future Network
Stan Rapp, co-author of the trilogy MaxiMarketing, and Chuck Martin, author of Net Future, are authors of a classic that combines the fundamentals of marketing with the reality of the digital economy. Max-e-Marketing in the Net Future (McGraw-Hill © 2001), gives the guidelines, as both are needed to exploit opportunities and avoid risks in the rapid climate change.
The dynamics of e-business demands a new kind of bond between the company and its customers, the company and all parties involved, including the perception of the brand and the brand experience … and even between the company and its competitors.
Forging these new connections is not easy. The profound way in which the Internet affects the way modern society works is destined to change marketing with the same depth.
The new marketing strategies should be structured around, communications and creative interactions that add value to the customer and also for the results of the company. These strategies are based on what the authors call “the seven commandments of the Max-e-Marketing:
1. Use what you know to give impetus to what he does. Everything you do should serve to increase what you know. One of the most important assets of any company is information obtained through interaction – within and outside the network – with your customers. In this new economy the difference between success and failure can be conditioned by what you know and how you use it to achieve what you need to know.
2. Delete the difference between products and services. Combine both to present a “creation”. It is not enough to bring to market a product or a service. By merging products and services at preferential creations, you can differentiate your selling idea in a commoditized market (ie, a market where products have lost differentiation).
3. Differentiate each relationship and each customer distinction. Add relational value to brand value. In the future, the convergence of customer knowledge to customer interaction will generate a special experience for each individual. By integrating the applications that allows the world of e-business (sales applications, services, and customer service) with the traditional processes of CRM (Customer Relationship Management) can make the relationship with each customer is so different as is the data profile of each person.
4. Click personally as possible. There are always others who can do something better than you. The key to success lies in getting others to do as much work as possible. Business partners, suppliers, distributors and end users can do much of the “heavy duty”. Thus, your company will be hands free to concentrate on their core skills. Find out who the best person for each piece of the value proposition, you will see that, generally, there is always someone who can do something faster and better than you.
5. Try to make your product interactive process. Now it is true that “the process is the message.” Two generations ago, Marshall McLuhan proclaimed: “The medium is the message.” When marketing came to rely increasingly on the groundbreaking television, it took a total rethinking of how to create a brand. Now that marketing depends on an electronic system architecture, software and customer service also requires a rethinking of what is most important in your selling proposition.
6. Make sure the brand experience beyond the perception of the brand. As the end user interaction is becoming the dominant form of doing business, the experience that each user now has a brand will increasingly determine the company’s position in the market. What you do for, by and with the client that exceeds the brand awareness and brand equity creates the future value of the relationship.
7. Establish a new marketing partnership between industry and the computer industry. It is time to put together all that exists “within” your company to meet all the people who are “outside” of your company. It is also time to take advantage of info-technological wonders and imagine a marketing having fast enough to keep up with respect to the growing demands of consumers. It is time also to form a new partnership between IT departments and marketing.
