{"id":4757,"date":"2009-09-03T16:00:00","date_gmt":"2009-09-03T14:00:00","guid":{"rendered":"https:\/\/allegro234.net\/thinking-of-strategic-marketing\/"},"modified":"2021-10-27T17:35:38","modified_gmt":"2021-10-27T15:35:38","slug":"pensando-en-el-marketing-estrategico","status":"publish","type":"post","link":"https:\/\/allegro234.net\/es\/thinking-of-strategic-marketing\/","title":{"rendered":"Pensar en el marketing estrat\u00e9gico"},"content":{"rendered":"<h3 style=\"text-align: left;\">What I read<\/h3>\n<p>Some days ago I was reading and article published in the McKinsey Quaterly talking about marketing. The tittle was &#8220;The consumer decision journey&#8221;.<\/p>\n<p><span class=\"definition\">Although<\/span> that the article is not saying anything new, the way the authors (David Court, Dave Elzinga, Susan Mulder and Ole J\u00f8rgen Vetvik) stressed the new marketing problematic is quite interesting.<\/p>\n<p>There were four points which arose my attention:<\/p>\n<ul>\n<li>Marketing&#8217;s goal is to reach consumers at the moments that most influence their decisions<\/li>\n<li>Due to the explosion of product choices and digital channels, plus the emergence of an increasingly well-informed consumer, a more sofisticated approach is required<\/li>\n<li>Due to the shift toward a two-way communication, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth<\/li>\n<li>During the customer journey, marketers must integrate strategy, spending, channel management and message across the organization<\/li>\n<\/ul>\n<p>I do agree with all those concepts, however, I&#8217;m not so sure if they are strategic marketing decisions&#8230; Actually, they look like the &#8220;new issues&#8221; of marketing under the perspective of the function and close to sales&#8230;<\/p>\n<h3 style=\"text-align: left;\">What I thought<\/h3>\n<p>First of all, marketing as a function continues to be so operative and in the best case, tactic&#8230; If this is true, I would have some questions:<\/p>\n<ul>\n<li>Is it right to continue thinking of influencing consumers? Would it be better to think of helping the dialogue between people who belong to our key audiences?<\/li>\n<li>Is it right to consider that the &#8220;marketing goal&#8221; is to reach consumers at the moments that most influence their decisions?<\/li>\n<li>Do marketers need a more sophisticated approach to deal with complexity? Wouldn&#8217;t it be better to go back to basics and make it simple (which doesn&#8217;t imply linear)?<\/li>\n<li>Isn&#8217;t it a simplification to consider that we only have a two-way communications? Are our world and our behaviours so easy to understand?<\/li>\n<li>How can a function integrate the whole organization?<\/li>\n<\/ul>\n<p>So, if we understand marketing as a company process [neither a businees process, nor an organization one] my thoughts, in a &#8220;simple&#8221; way are:<\/p>\n<ul>\n<li>Marketing is &#8220;the&#8221; responsible of the first line of the company P&amp;L [incomes] and co-responsible of the long term value creation, and it must balance both issues<\/li>\n<li>Marketing should understand its key audiences which means, it should know the people [within its key audiences] <strong>insights <\/strong>and take care of the <strong>people journey<\/strong><\/li>\n<li>Maketing should take care of the <strong>experience <\/strong>that the company wants to create an this is &#8220;branding&#8221;<\/li>\n<li>Marketing should maintain the company&#8217;s relevance, and this means that it should innovate in the way of developing new businesses, markets and products<\/li>\n<\/ul>\n<p>At the end it&#8217;s a question of observation, anticipation and execution to innovate and be unique&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What I read Some days ago I was reading and article published in the McKinsey Quaterly talking about marketing. The tittle was &#8220;The consumer decision journey&#8221;. Although that the article is not saying anything new, the way the authors (David Court, Dave Elzinga, Susan Mulder and Ole J\u00f8rgen Vetvik) stressed the new marketing problematic is [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5583,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[542],"tags":[54,34,35,80,162,163,164],"class_list":["post-4757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-audiences","tag-branding","tag-cristian-saracco","tag-insights","tag-mckinsey-co","tag-mckinsey-quaterly","tag-people-journey"],"_links":{"self":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4757","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/comments?post=4757"}],"version-history":[{"count":0,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4757\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media\/5583"}],"wp:attachment":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media?parent=4757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/categories?post=4757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/tags?post=4757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}