“Marketing” is one of the most disparately understood concepts in business today

Marketing

For some management teams, the term is synonymous with lead generation and sales. Others visualize the term to encompass branding and positioning of the product or service to the public they are seeking to connect with. Still, other executives conceive of marketing to be strictly advertising activities and public relations messaging.

In reality, all of the above answers are correct. In defining the terms, distinguished marketing author, consultant and professor, Phillip Kotler writes, that marketing is “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.” 

The ANSWER is not in the product alone.  We believe strategy is the oxygen of marketing. Without an overarching and articulated strategy, the tactical elements of marketing can be random, isolated and ineffective. 

Marketing strategies gain definition not only through an intense examination of product and service attributes - but, with keen insights into what consumer's actual needs and attitudes are.   Embedded in those attitudes are resistance and prejudices - or, perhaps an overall misunderstanding of how your product or service will truly benefit them and make some aspect of their life better. 

The Mytra Marketing Audit begins with this comprehensive approach. In what ways can we identify receptive consumer markets, change and influence their attitudes, create interest and demand - and, convert prospects to customers? 

Tactics and Strategies

• What consumer markets should we target?

• What advantages are there to a robust social media presence?

• Would a direct mail campaign generate more customers?

• Are branding videos right for your situation?

• Should email newsletters be part of your campaigns? 

These are all valid questions with regard to TACTICS; however, they need to be components of an overall marketing STRATEGY to have their desired impact.  With a comprehensive 360-degree MARKETING AUDIT from Mytra Consulting, assets and messages will be identified. We will evaluate and define strategy and facilitate the development of a tactical plan - to achieve your long-term goals for growth and change.

Without a "Marketing Audit" - to evaluate and define strategy, no clear answers will emerge. Mytra Consulting can be a fundamental agent of change in your organization. We can be a catalyst for organizational transformation - and, provide the tools to help clients thrive despite the dynamics of the present-day marketplace.