Market share is not given; it must be taken.

Many define the goal of marketing as gaining market share. But, in a share war, we cannot all win. Everyone seems to be fighting share wars. Some grab their share, and some lose share, and some die. Market share is not a natural gift. Market share is not given; it must be taken. How does superior marketing help us grab share?

The purpose of marketing is to profitably attract and retain customers by satisfying customer wants at superior customer-perceived value. The purpose of marketing is the purpose of business. 

As markets mature, we have marketing insecurity. In many industries the maturity anxiety has reached high stress levels. Markets evolve. Marketers must evolve how they think about their markets. Instead of thinking about marketing as we know it, we need to continuously re-energize, re-invent our marketing practices. Don’t try to forecast the future by extrapolating existing trends. Trend analyses and forecasts will fail. Instead of forecasts, leaders rely on foresight. Instead of forecasting the future, leaders create the future. 

Take the traditional Out-Of-Home advertising business. It used to be a clear and vibrant way to reach customers. Out-of-home billboards and posters dotted our cities, our bus stops, the sides of trucks, the sides of buildings, train stations, airports. As Americans took to the road, billboards dotted our highways alerting us to places to see, places to stay and eat, and products to buy: ubiquitous signs of our nation’s growing post-war prosperity, reaching everyone. 

However, the world changed. The trends were clear. People said that out-of-home was in decline. In fact, it may be the fastest growing, most important marketing medium of all. Out-Of-Home media is so much more than traditional billboards. Out-Of-Home has been redefined. It is now a flexible, targeted, localized, personalized medium delivered in real time via mobile technology. With social media, mobile phones, apps, swipes, streams, blogs. At lunchtime McDonald’s can notify you of a special deal that is available at a McDonald’s restaurant only two blocks away and offers you directions from where you are currently located. 

Out-Of-Home marketing is not dying. It is exciting, creative, and flexible that is growing in relevance. The new marketing world is a perfect world for the modern, marketing leader. Think about this fact: the average American commuter spends at least 34 hours idling or delayed in traffic each year. Thirty-four hours is the same time it takes to drive from New York City, New York to El Paso, Texas! In Washington, D.C. and Chicago that delayed and idling time is around 70 hours a year. Think about all of the Out-Of-Home exchanges that are ready for messaging. Imagine you are in a Lyft or Uber or one day in a self-driving vehicle… you have lots of time to peruse messages away from home. 

The new marketing landscape is blooming with possibilities for Leadership Marketing. 

Be Relevant in the Era of Globalization, Localization, Personalization.

We are experiencing the collision of three powerful forces: increased globalization, increased localization, and increased personalization. These three forces are all happening simultaneously.

Information is becoming more globalized. What happens anywhere is known everywhere. Information cannot hide. The Hilton brand is recognized even in places where Hilton does not exist. Every day news events that used to stay local are now available to anyone for free on the Internet. A product safety problem in one country is broadcast worldwide. The fact that a company is testing a new product in Australia makes the news in the USA.

As the world is becoming more global, regional and national differences are becoming stronger. Whether my country first, or my city is different, or my region is special, or my neighborhood is unique, people expect local relevant differences to be respected. People used to prefer global predictability. Every Hilton should be the same around the world. Every McDonald’s should look the same and serve the same thing everywhere. In today’s changing world, people reject global homogenization. Leadership Marketers are learning that respecting and responding to local preferences increases marketing effectiveness. Those who predicted that markets would become more homogenized and marketing more standardized, were wrong.

The marketing world is also becoming more personalized. I am special. I am unique. Respect me. Leaders see increased varieties, types, styles, flavors, customization and personalization as opportunities for brand growth. Technology enables personalized messaging. Amazon pioneered the idea of using technology to make personal recommendations based on your past experience with Amazon. Retailers are personalizing product offers. 

Purina created a unique approach to personalized nutrition. According to Purina, “Since dog owners know their dog’s individual needs and preferences firsthand, they should have a say when it comes to the dog’s diet. Just Right? by Purina? combines the owner’s knowledge of their unique dog with Purina’s nutritional expertise.” 

The collision of globalization, localization, personalization means requires that we find ways to become less homogenized, and more local and more personal in our marketing while also building on the advantages of globalization. Local flexibility does not mean brand inconsistency from market to market. The key is to get the balance right. Local flexibility within a consistent global brand framework is the way forward. 

Develop meaningful insight and actionable foresight

Business insecurity has resulted in an over-emphasis on analytics. Analytics is important: superior analysis provides understanding of where we are now, and how we got to where we are now. But, it does not provide meaningful insight for why we are here, nor foresight into what kind of future we can create. 

Energizing a brand is not about defending the status quo: it is about creating the future. Creating the future is not just about collecting and analyzing information. Creating the future depends on the synthesis and interpretation of the analysis. It demands courage and conviction. It is not just about asking “what” is happening. It is about “why” it is happening. It is about turning insight into foresight. It is about seeing a future that others do not see. Creating the future demands actionable foresight about where we want to be and how to get there. 

Unfortunately, “insight” has become a marketing cliché:, it is misunderstood and misused: Here are some so-called insights reported after substantial research:

? People want an easy-to-use washing-machine 

? People who are busy, appreciate the value of convenience

? People like food that tastes good 

? People prefer a dog food the dog will eat

These are not insights. These are expensive observations of the obvious. Confirmation of what we already know and believe makes us feel intelligent, but it is not a meaningful insight. Meaningful insights meet two criteria:

1) Surprise at what you learned: “I didn’t know that…”

2) And, a change in behavior based on this surprise: “Now that we have this insight, here is what we will do differently.”

Insight is more than just information. The brand leadership marketing challenge is to turn information into meaningful actionable insight for your customers. What are the marketing implications? 

So, yes collect data. But, do not just provide information. Provide meaningful, actionable insights. Insight means seeing into the information. It means seeing what is behind the information. Insight is about seeing patterns derived from a creative synthesis of a wide variety of information. Above all, what is the surprise? And, what are the actions?

Followers follow forecasts are based on extending trends. Leaders rely on foresight. Followers provide information describing what is happening. Leaders interpret information to provide insight to help understand why it is happening. Leaders focus on managing in the future. Leaders focus on creating the future. Forecasts are safe. Foresight requires being bold. Followers report trends. Leaders create trends that others fail to see.

Leadership Marketing is a mindset. It requires a clear, vivid vision of the future and how to get there, and the insight to make that future happen. Leadership Marketing requires a willingness to make brave decisions and take the necessary actions in activating those decisions. Leadership Marketing requires passion and persistence.