While there is a lot of focus on the substance of marketing, particularly the marketing mix, an equally important aspect of marketing is the marketing process: how marketers do their jobs. The process is equal in importance to the substance because the process determines the nature and quality of the decisions made. A good process is likely to lead to a good decision. On the other hand, a faulty process will produce a good decision only randomly or accidentally.
- Strategy formulation: the development of the broader marketing/business strategies with long-term impact
- Marketing planning: the development of longer-term plans that generally have a stronger impact than short-term programs
- Marketing Scheduling, Allocation, and Budgeting: The development of short-term programs that typically focus on integrated approaches for a given product and the allocation of scarce resources, such as sales effort or product development time, across multiple products and functions.
- Monitoring and auditing: the review and analysis of programs, plans, and strategies to assess their success and determine what changes need to be made
- Analysis and research: the deliberate and careful acquisition and examination of qualitative and quantitative data to improve decision-making
Although implicit and considered as part of overall corporate planning, the importance of situation analysis can never be undermined during the formulation of marketing strategy. Especially under product policies, but throughout the marketing mix elements, company, customer, and competitive scanning is very essential for marketing success.
The situation analysis describes the process by which environmental assessment, market research, and market size/growth estimates are conducted. Pay special attention to environmental scanning skills useful for forecasting and modeling consumer behavior.
What is process in marketing?
The process is part of the marketing mix. It is the part of 7 P’s of the marketing mix or the extended P’s of the marketing mix. The number of perceptions regarding the ideology of the process as part of the marketing mix.
The process refers to the flow of activities or mechanism that take place when there is an interaction between customers and companies.
The example of the simple process would be when a customer decides to take membership of video service providers like Netflix or Amazon Prime or Disney+, the steps involved would be first for the customer who decides on a particular service depending on the USPS and the features. This will constitute a process. Then the client will download the application which was constituted as the second process, then the client will register his account with it which will constitute as another process.
Marketers must ensure that all of these processes are tightly controlled and consistent customer experience must ensure them. All of this is usually written in SOP documents which is also known as standard operating procedure documents.
An ideal process should take the shortest amount of time among all the available options and should cost the company the least to deliver and produce efficiently at full capacity.
- The process delivers value to the marketing mix with the help of all the elements involved. The extended 3 P’s of marketing ensure that services have improved and that is physical evidence, processes and people.
What is a process in marketing?
The marketing process to analyze market opportunities, select target markets, develop the marketing mix, and finally manage the marketing effort. As you can see the target customers are at the center of the marketing process.
- Analyze marketing opportunities
- Selection of target markets
- Development of the marketing mix
- Management of the marketing effort
The first step in the marketing process is to analyze market opportunities. After analyzing the marketing opportunities, only the salesperson and the C-suite executives can take advantage of them by satisfying the customer’s requirements. If a particular business caters better to customer requirements, this will also give a competitive edge and edge to the business. Analyzing marketing opportunities is very important in the marketing planning process. Vendor and C-suite executives must analyze long-term opportunities in the market for rapid growth as well as improve business unit performance. To evaluate marketing opportunities, companies must operate a reliable and well-managed marketing information system.
There are so many techniques and frameworks that can help in situational analysis.
- Analyze marketing opportunities
- Selection of target markets
- Development of the marketing mix
- Management of the marketing effort
· 5C Analysis
· pest analysis
· SWOT Analysis
To be successful in today’s competitive market, it becomes mandatory that companies must be customer-centric. They must divert customers from competitors to them and keep them delivering higher value and desired satisfaction. A sound marketing strategy always requires careful and deliberate analysis of consumers and consumer behavior.
As a salesperson or business student, you know that companies cannot satisfy all consumers in a given market area, so successful companies divide the total market into different segments which they call market segmentation, and then choose the best segments ( market orientation). After that, they devise strategies to profitably serve and cater to specific segments better than their competitor which is called market positioning.
How is the marketing process done?
A marketing process is used to create systems so that results are predictable and all actions contribute directly to the goal.
Whether you’re running a software company, building an agency, or scaling a content business, knowing when to build processes is critical.
- When you spend too much time “in business.”
- When you’re not getting the desired results.
- When you want more predictability in your results.
- When you are looking to scale and grow your company.
Webinars are for more than just building brand awareness or converting sales. Many savvy companies see webinar software as a valuable tool for mass internal communication, especially when it comes to training for marketing team members.
They also enrich professional and personal development. In this case, webinars are a great opportunity to explain the new marketing processes that you will implement in your organization.
While webinars can be pre-recorded, it’s best to host them live so you can answer questions.
We recommend providing supplemental materials and documentation so your employees can refer to the key takeaways after the presentation.
Supplemental materials may include copies of charts, graphs, and data points used in presentations or workbooks.
Webinars work great for remote teams in the modern world. Conferencing tools like Zoom, Google Hangout, and Skype are perfect for small team meetings. However, if you have the luxury of meeting in person, the same presentation-style meeting can also be done at your company’s office.
How to make a good marketing process?
Look behind any great marketing program and you’ll likely find great marketing processes, from goal setting to team building to automated workflows.
And while reading about the processes may not be as inspiring as reaching for the latest and greatest campaigns, it’s just as important, possibly even more so.
Marketing processes are all the steps you take to plan, implement, and evaluate your creative campaigns. They give their team direction and set it up for success.
With that in mind, we’re going to take a deep dive into what the best planning process looks like and the tools you’ll need to bring it all together.
In this section, we’ll cover the most important steps to take when developing processes to optimize your marketing operations:
As a marketer, you are probably very busy. Like, running around, constantly pressing fires. And while it may feel like setting goals and conducting market research isn’t a priority, it’s really quite the opposite.
Defining your goals often saves time in the long run because you can focus your efforts on projects that have a clear purpose and eliminate those that don’t. Also, taking the time to define your goals leads to better results.
In fact, the Content Marketing Content Marketing Institute’s State of the Industry report shows that 62% of high-performing marketing departments use a documented strategy, while only 11% of those in the bottom bottom do the same.
So, carve out some time in your schedule and sit down with your team to get some goals done. These should include primary goals (those that are the most important or necessary to achieve) along with secondary goals (those that would be useful to achieve but aren’t critical at the moment).
How to develop a good marketing process?
How you approach developing your marketing strategy should follow the same process as developing a business plan. The end result, your marketing plan, is part of it after all. You need to define goals and objectives, explore the market, understand your resources, and establish actionable metrics that can help you define success.
That may seem like a lot up front, so let’s dive into how you can build successful marketing processes for your business in just a few simple steps.
Before you dive into the specific channels, copy, and ads you want to run, you need to take a step back and create a plan for your marketing initiatives. If you’ve already developed a lean plan for your business, chances are you’ve already touched on some core elements of your marketing plan. Specifically, your mission statement, your value proposition, and the goals and objectives you have for your business.
Your mission statement helps define the core principles of your brand. What matters to you, the value you provide, how you communicate, the company culture, etc. If you only briefly outlined a mission statement, now is the time to expand on it. You may even want to develop a vision statement that works alongside it, so you can fully convey the aspirational purpose of your business.
Your value proposition is a promise of value to be delivered and serves as the primary reason someone should buy from you. You need to define the relevance of your solution, the specific benefits, as well as how it differs from competitors.