ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Markets, Messages and Media

Updated on June 5, 2013

Markets, Messages and Media

There are probably as many models for marketing strategy development as there are marketing strategists. Many are based on the producer oriented four P’s model of Product, Price, Promotion and Place. There are also two “four C’s” models. Plus another model recently described in the Harvard Business Review, reinterprets the four P’s model by evolving products to Solutions, place to Access, price to Value, and promotion to Education—SAVE, for short.

Without making any judgments about the appropriateness of any of the models as a proper framework for developing a marketing strategy, I like to ask three critical questions at several key points in the strategy development process. I call them the 3 M’s – Markets, Messaging and Media, none of which seem to get much attention in the traditional marketing models.

Markets

By markets I mean asking ourselves the questions that will make sure we understand who our real target markets are. If we don’t know that, we risk falling prey to “spray and pray” tactics that are woefully expensive and inefficient. Who is most likely to become a customer for the product or service that we are promoting as a solution? We really need to know that to market effectively.

Messaging

The next of the three M’s is messaging. By messaging I mean making sure that the messages we develop for delivery to our real target markets truly resonate with those people. We need to create messages that stir both brains and bellies, where we “go for the guts” to arouse primal instincts that will incite the fulfillment of the prospects’ needs, wants and desires. Think in terms of the hierarchy of needs here – creating messages that will resonate with both the physical and psychological parts of the target market prospects.

Media

Then there are lots of media choices available for getting those messages to the markets we’ve identified. Print, broadcast, telemarketing, Internet, social media, text messaging. We need to ask ourselves which ones will be most effective in delivering our messages. We need to make sure that the delivery mechanism technology is compatible with the kinds of technology that our target markets are comfortable in using to absorb messages. Texting might be perfect for the techno-savvy but is it right for the elderly? We need to think about this during each phase of the marketing strategy development process.

I like to think of the three M’s as tools to help keep marketing strategy development in the right context regardless of the model, template or method used to put the formal strategy together. We can’t lose sight of who we’re trying to market to, what messages will move them toward a purchasing decision and how we’re going to get those message across to them. No matter what product, price, promotion, place, solution, access, value and education constraints we are dealing with.

Your opinions, as always, are solicited. Help me make sure that what I publish is something you like.

Note: This post originally appeared at http://www.ama-pdx.org/three-questions-every-marketing-strategist-should-ask/

Jon Turino

Marketing Strategy Consulting
Marketing Strategy Consulting | Source

About The Author

I'm a dynamic, high energy marketing professional with a solid track record of driving product strategy and execution. I'm also a consummate relationship builder with a demonstrated ability to forge client relationships in a variety of industries. I'm well regarded for being a visionary leader and a clear communicator with high credibility. Specialties Marketing strategy development, high impact relationship building, public relations, Internet marketing, networking, presentation development and coaching, team building and leadership. Please visit my website at http://jonturino.com Full social media connection info at http://xeeme.com/jonturino

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)