As I explore the diversity of P's in Marketing, I felt it was worthwhile to explore a diversity of perspectives as well. I have asked a handful of people I respect to select a P of Marketing and write about it. Today's blog on Purpose is guest written by Emily Mooney, Creative Content Author for Mooney Media. Thank you Emily!
Purpose: I’ve followed with interest Bill Clow’s recent series re-examining the perhaps outdated “marketing mix”, which purports the recipe for marketing includes Product, Price, Promotion, and Place. In an effort to advance marketing principles into the 21st century, Bill queried what additional principles are relevant to today’s marketing and communications efforts and fittingly contributed a fifth P: People. I would like to respond in kind by adding my own marketing P: Purpose.
Purpose informs cohesive marketing and communication efforts. This I’ve learned from my background in
management and writing. I have not
formally studied marketing in the way Bill has, so I’m constantly rounding out
my own skills by listening and learning from my colleagues. As a writer, the importance of purpose has
been driven into me and is now second nature.
All writing must point back to purpose.
The same applies to marketing, communications, and public
relations. We must ask, what is the
point? The answer is in a defined
marketing strategy.
Here in Chicago, we embrace Louis Sullivan’s design philosophy “Form
follows Function.” This fits nicely
under the umbrella of this blog, “Everything is Marketing.” Our marketing
strategy is our design. It informs all
of our marketing choices and decisions.
The current marketing mix is a hybrid of promotion and placement via
website presence, social media, and video.
These forms are most effective when they follow their function: to
further your marketing mission and goals.
Otherwise, we have new toys to play with that can communicate anything
and everything, which squanders our resources and the opportunity to
differentiate our brand or communicate a targeted message.
Content matters. Whether creating
an annual report, distilling complicated information for key communicators, or
building relationships within a community, the importance of staying on message
is paramount. When marketing is guided
by purpose, those receiving your message develop trust because of your
consistency. The message is familiar and
reflects your brand’s values. A positive
correlation is created. Furthermore, the
different elements of the marketing mix are coordinated, employed to serve a
singular purpose. We can’t afford to
alienate or confuse our audience with haphazard content produced for content’s
sake. Purpose needs to be our
compass.
Something else that I find makes purpose indispensable is when it is used
not only as a noun, as prescribed above, but as a verb. Purpose as a verb means to intend, to aim, to
determine. It implies a forward motion
of resolve. Purpose your efforts to
improve, expand, and grow. When your
marketing is informed by your purpose, which is informed by your strategy, which
is informed by your mission and values, then you have created something of
substance. It has legs to stand on. Today, with so many channels available to
communicate our message, there is a fantastic opportunity for ingenuity and
creativity in marketing. Purpose is both
grounded and lofty; essential ingredients in marketing and in life.
You can learn about Emily and Mooney Media at www.twomoonmedia.com.
You can learn about Emily and Mooney Media at www.twomoonmedia.com.
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