So, what is this thing called marketing, anyway?

Marketing, simply put, is the art and science of connecting a business with a target audience. It's about understanding the customer needs and desires, and then crafting a compelling message to persuade the customer to select your product or service.

That message occurs at every “touchpoint” the consumer experiences with you. They move from awareness, through consideration and to the final decision. That is described as the buyer’s journey. ??

In a perfect world that interaction is always positive and drives the consumer forward with your brand to where they buy your product. In an imperfect world a single negative interaction might drive the consumer to move away and towards a competitor.

What affects these touchpoints? The 4Ps or the Marketing Mix model describes that. Be warned though, it is constantly evolving.

Both models have been around for some time. The idea of the Marketing Mix was introduced by Neil Borden in the 1950s. In 1960, Jerome McCarthy, first described the 4 P’s of marketing. ?

This article describes that model evolution and how you might practically apply it to your business. ?

The 4p’s of the Marketing Mix

1. Product: This is the product being offered. It includes features, benefits, branding, and packaging.

2. Price: Price is what the customer pays for the product.

3. Place: These are the distribution channels used to get the product to the customer.

4. Promotion: Your communications with the customer are the promotion. nbsp;This includes all forms of advertising, public relations, sales promotions, and social media marketing.

The 7P’s of the Marketing Mix

Marketing practitioners have attempted to keep the marketing mix model relevant in the marketing of services. That has resulted in additional 3 P’s being added to the understanding.

5. People: These are the support individuals who interact with customers. Examples are salespeople and customer service representatives.

6. Process: Process are the procedures involved in delivering the product or service.

7. Physical Evidence: This is the tangible aspect of a service, such as the environment, facilities, and materials used. For example, a restaurants ambiance, a hotels decor, or a websites design.

More recent use of additional P’s

You will find discover additional P’s in marketing discussions, though universal acceptance has not yet been attained. These include:

8. Packaging: The design, material, and functionality of the products packaging.

9. Positioning: How a product is positioned in the market relative to competitors.

10. Public Relations: Managing the companys reputation and building relationships with the media.

11. Partnerships: Collaborating with other businesses to create mutually beneficial opportunities.

12. Performance: Measuring the effectiveness of marketing efforts and making data-driven decisions.

13. Purpose: Aligning the brand with a larger social or environmental cause.

14. Personalization: Tailoring marketing messages and experiences to individual customers.

What does this imply to the modern marketer?

When attempting to understand the customer journey and the touchpoints the consumer experiences, the marketer should build the appropriate mix of P’s into their model of understanding. It is worth reminding ourselves that a touchpoint is a direct contact between the customer and the product or service. Priority is then allocated depending on the importance of that contact to the final purchase decision.

One example is an advertisement seen by a consumer in a local newspaper. That is a direct touch between the consumer and the brand, more commonly known as advertising. In the marketing mix terminology that falls under promotion.

Or you pick up a jar of marmalade in a grocery shop. It is expensive but you put it in your basket. The thought of toast and this marmalade for breakfast outweighs the price you see on the label. Yes, price is a marketing consideration.

Let us stay with the marmalade for a moment longer. On the packaging you read that this product is sugar-free, there are no artificial preservatives and is manufactured with Seville oranges grown in the Limpopo region. Those details appeal to you and form a direct link between the product and you. Product is an important part of the marketing model.

Now, you visit a local baker to buy your favorite sourdough bread. You are inquisitive and you ask whether he offers online ordering. He says no. He only sells directly to people who visit his shop. That is a choice he made. He wants his customers to smell the bread they are going to buy and he forces that by only selling in his shop. Choosing the place to sell is a marketing decision because there's a direct link the customer and the final product. ?

Are people involved in the marketing model? You walk into a grocery shop and ask someone packing the shelves, who happens to be dressed in a branded uniform, a question about a product. The question is enthusiastically answered. That enthusiasm carries over to the buyer. Ensuring that kind of enthusiasm is a marketing function, delivered with training or sales incentives. Or it may be that the person wearing the branded overall gives you a less than enthusiastic reply. And as a result, you may put a different brand into your basket. That is a marketing failure.

Is the person in the warehouse who dispatches the product with the delivery truck driver part of the marketing model? No, he is not. Efficient warehousing is definitely a business objective but there is no direct customer touchpoints involved.

The delivery driver, however, is part of that marketing model. As you arrived, you passed a neatly painted truck, being driven carefully, and it left a you with a positive touchpoint. If your car was bumped by the delivery truck, itself full of scratches and dents, you will think otherwise. The delivery process is a part of the marketing consideration.

An example of physical evidence might be you are looking to buy a cold cooldrink. In the shop you are in, the red fridge’s glass doors are cracked, and the red corporate colours are faded to an unlikely pink colour. It is highly likely that you will prefer to choose a cooldrink from the adjacent, clean and well-stocked fridge of a competitor. The physical evidence you encounter is also a marketing consideration.

Prioritization of the P’s

This article includes additional P’s such a packaging, positioning, public relations, partnerships, performance, purpose and personalization. Must each of these P’s be included with as much detail as we looked at for the 7P’s?

No, you, as a marketer must prioritize the P’s you bring into your model.

If your product is sold at point of sale with very little other advertising to support it, then the packaging becomes critical to success. Think of that jar of marmalade. Perhaps packaging is the most important touchpoint, and you make every effort to ensure that is perfect.

Or your product responds well to a strong public relations campaign. Although public relations is a part of advertising or promotions, you prioritize it and specifically include that as one of the P’s your model features.

Your job as a responsible marketer is to prioritize the touchpoints that affect the buyers journey and focus, both your effort and that of your the organisation, on ensuring those touchpoints form part of a positive experience.

Conclusion.

That brings us back to the original question of “So, what is this thing called marketing, anyway?”

Marketing is the understanding, management and prioritization of these touchpoints in a positive way that the buyer’s journey is successfully concluded with that consumer electing to put your brand into their ?basket, therefore becoming a customer.

Of course, that raises the next question. If that is what marketing is, what is digital marketing. ?That is the topic of the next article.

?About Garth Sutherland

Garth Sutherland boasts a wealth of marketing expertise spanning over two decades, showcasing his prowess at a senior level with major brands across South Africa and the GCC. His impact on the marketing landscape has been enduring.

Having steered prominent brands in South Africa and successfully establishing multinational and local start-ups in Saudi Arabia, Dubai, and the GCC, Garth's journey epitomizes a dynamic fusion of science, teaching, and experiential learning.

Trained as a scientist and educator, he honed his craft under the guidance of mentors with a traditional FMCG background.

In addition to his business acumen, Garth imparts knowledge by lecturing on Marketing, Digital Marketing, and Project Management to aspiring students within the IIE group of institutions.

?As a natural integrator, Garth brings a distinctive approach to his work—aligning the essence of the brand, the strengths of its people, and the nuances of the environment to optimize brand positioning, success, and profitability.

?His impressive track record speaks for itself, with a pivotal role in guiding numerous brands to achieve their full potential.

If you're eager to discover how Garth can elevate your small business to new heights, connect with him via LinkedIn or drop a message at?[email protected]

Alternatively, you can reach him directly at +27 81 265 5803.