Guerric

Unfortunately, the Marketing Mix has become has-been.

Marketing means more today…

As you know, the 4 Ps aimed to help define:

1. what a company offers — product and price;
2. and how it does this — place and promotion.

But in 2019, marketing needs a better definition.

In this article, you’ll learn a better alternative that will help you organise your marketing strategy.

The 4 Ms of Today’s Marketing Mix

This new marketing mix fits in 4 Ms.

It focuses on:

1. who your customers are and what you are offering to them – market and merchandise;

The jobs-to-be-done framework is the most trendy innovation framework at the moment.

Why?

It helps to understand what causes people to buy a particular product.

You can use it in two ways:
1. To understand what people want in a specific market;
2. To create a compelling customer experience.

In this article, you’ll see a few examples of jobs to be done.

This will help you understand how to uncover the needs and desires of a market using the job. And how to think about the benefits and customer experience that should shape your value proposition.

In this article, you’re going to learn how to increase profit by growing your customer share.

I’ll tell you two things:

(1) Why focusing on share of customer is surprisingly better than increasing market share.

(2) 5 awesome techniques you can use to boost your customer share.

(All of this illustrated with real-life examples.)

The first sale is the hardest

When you want to sell a product to new prospects, your most difficult task is to win their trust. Your prospects need to trust you before buying from you. They must believe your story.

There’s something that the most successful brands do well:

They leverage existing beliefs to tell stories.

That’s because a person’s way of viewing the world is a major indicator of the decisions they make and the types of stories that resonate with them.

(Some call these beliefs “mindset”. In Positioning, Al Ries used the term “customers’ minds”. In All Marketers Are Liars, Seth Godin used the term “worldview” that I like the most, as the word is self-explanatory.)

As a marketer or innovator, using worldviews to look at your market helps you understand what stories resonate with your target customers, what products and services they consider buying, and why.