Here are five marketing steps you can take to communicate with your customers and potential customers in 2019 

By Fergal Maher MBS (Hons) Marketing, Dip in Strategic Marketing, FMII Grad


Step 1

Understand your customer, potential customer.

Start with research. Use telephone,  field (one to one interviews or customer focus groups). What you are looking for are patterns of customer behaviour. What a customer likes, what they buy. This will help you develop the right message to tell your target audience. Why? These consumer insights are crucial for helping you put together highly targeted marketing messages that your customers can truly relate to, not just now, but for well into the future.


Step 2 

Create your Unique Selling Points (USP).

Marketing today is challenging. Consumers are communicated within so many different ways, not just television, radio and print but through text, email, and social media. When consumers are constantly being pitched different products and services you need to be different.  This is called a Unique Selling Proposition (USP)


Step 3

Sharpen Your Brand Look and Feel

Traditional marketing is what companies have been using for years, print, radio, TV, cinema, billboards etc.  Today, SMS, blogs, ezines, and websites are used more. The key to the success of building your brand is to have consistent messages across the various media. All too often, businesses try to get too many messages out, sometimes in one communication.  You also need to be consistent. You need to give a clear simple message whether it is a text, email, blog in print or on television.


Step 4

Carefully Choose Your Marketing Communications Mix

Select the right media. See what media your customers like and how they buy. For example, younger generations are on social media, phones, and apps. You can use these media as your central starting point.  All industries are different so the marketing approach needs to be different. The skill as a marketer is coming up with the right approach and maximizing the marketing budget.


Step 5

Measure your Marketing Communications’ Effectiveness

Once you have decided on your promotional mix for your integrated marketing communications plan, you also need to put in place a means to measure it. Today emails can be measured for effectiveness. You can easily see how good your social media is. As a result, you can quickly see how good your marketing is and if you need to adjust or change it.