What is Modern Marketing?

Simply put, Modern Marketing is a marketing approach which uses the right tool for the job. So:

• If you need to raise your profile, there’s a tool for that.

• If you need to measure your results better, there’s a tool for that.

• If you need to drive sales harder, there’s a tool for that.

Which sounds pretty straightforward and obvious to most people except when you look a bit more deeply into the reality of how marketing is delivered within organisations.

• Most non-marketers think marketing is just about delivering the things they can touch and see (ads, posters, package designs, t-shirts with logos, etc), without realising that is about 5% of the job. Getting to that 5% is the real work.

• Many marketers are drowning in an ocean of buzzwords, complex technology, fads, competing opinions and priorities, silly timelines, confusing corporate statements, and persistent capability and educational challenges.

All of that means that the delivery of marketing suffers and marketers can look silly or un-commercial

• Tactics are frequently confused with strategy

• Outcomes are poorly evaluated, superficially analysed, or not connected to a commercial impact

• Technology and buzzwords obscure the view of what is being pursued

Modern Marketing is the antidote to that.

• Modern Marketing follows a simple formula: Diagnosis > Strategy > Tactics, and ensures clarity according to that hierarchy so tactics aren’t discussed without having a clear strategy, and a strategic plan isn’t created, without a clear diagnosis.

• Buzzwords and fads are rejected in favour of clear and consistent language, and tactics chosen because of their strategic effectiveness.

• Evidence and data are used to effectively drive decisions and diagnosis, but not at the cost of speed or creativity.