Why is positioning a key metric in marketing?
Venkata Varadarajan
Marketing Leader | B2B & B2C Growth Strategist | Driving Brand Success Across India & Middle East | Digital & Social Marketing Innovator | LinkedIn Top Voice
One of the most important and relevant metrics in Marketing is CPA or Cost per Acquisition. That’s a known fact.
All marketers rather race towards it. Only to increase the pie or to have a bigger share.
As a marketeer one must focus on the following:
?While each of the above takes a predominance over the other, depending on the brand’s life stage, it is important that you focus on the metric that could be a key differentiator for your brand, product or your service.
This is called positioning.
Positioning is like telling a story. If done well, it will always engross and engage your audiences. The reverse also holds true. If done badly, expect the worse. Imagine you are a movie the theatre seats are empty. An effective positioning will only help you in marketing your product, service, solution, technology, brand or company; why they need you in first place.
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Effective positioning makes your audience yearn for more!
This not only helps your consumer/ prospect to know more about your offering, it also helps you qualify your lead. Most prospects tend to think “That’s for me” or “That not for me” and if done effectively, you can always be in the first case scenario.
A good positioning never gets too old to tell a tale!
Ultimately, we as marketeers are in the game of owning consumer’s mind space. This requires patience and years and years of effective understanding of your consumer. And see what differentiates you over competition (Or any others in similar spaces).
?With effective positioning, your brand, product or company truly gets its distinct and meaningful position in the market. Your company is more likely to succeed if it has a differentiated, meaningful offering than its competition. A company’s success is closely tied to how it positions itself in the market.
You may slice the pie in any which way but remember, if you have taken care of The Positioning of your product, brand, service’, you have almost reached there!
Stay tuned.
Stay Qurious!
people interested to enhance their career path, could check for open positions.
2 年Yes, Positioning of the product or service is key factor which enables a reality check of what your offering in due course of time. Than onward the other factors as mentioned by you comes into focus. Bonavi Luxury Chocolate, this post would be useful for the product offerings.
Energising Learning Using Advertising Storytelling with Creativity and Design Thinking
2 年Thank you VV Rajan for sharing this crisp post. If I can take the liberty to extend the definition in this new world of marketing possibilities, I would say it is time for 'flexible' positioning. Recently, I was part of a discussion where the same product, had to be positioned a little differently in different geographies based on the regional ethnography and sustainability practices! So the same benefit story had a different advertising envelope.