Marketing is probably one of the broadest disciplins that exist – from strategic marketing that basically sits alongside strategic business management, to day-to-day execution and follow-up of marketing campaigns. We all learned it at university. Marketing is about trying to be unique. But what do you have to be unique in? The strategy or the execution?
In the three years that Lemarco has been working with technology companies to help them define and execute their marketing strategy, we found out that most companies are making exactly the wrong choices about which things they have to be unique in and which thing not.
First, let’s look at the strategic part: defining the value proposition of your company. Evidence shows that most tech companies have a natural tendency to define a value proposition that is as much as possible similar to that of hundreds of other companies in the same sector. Basically, most value propositions your read are basically something like: “As a technology company, XYZ aims for maximum customer satisfaction, relying on the experience of its consultants…”. And that’s really regrettable, because the value proposition is exactly something that each company SHOULD be unique in.
And when you look at the execution of marketing campaign,s, it’s the other way around: we’re trying to re-invent the wheel every time we send out a direct mailing or organize en event. Looking for a new exclusive location. Re-thing the global format and agenda of our next seminar. Redesigning the graphic layout if the invitation every time again. While in the EXECUTION of marketing campaigns, you just don’t have to be unique. You have to repeat the FORMAT you successfully used last time.
