 The
Marketing Zone concept is my visual definition of marketing. After
many years of managing marketing activities and answering the question
"What is marketing?" I've found this to be the best way to
explain it.
The Marketing Zone comprises all the
possible touch-points of your business. A touch-point represents every
time your business comes into contact with someone. This could be from a
sales activity, deliveries, advertising, service calls, word-of-mouth
mentions and industry communications.
The sum of all these touch-points creates the
overall impact of your marketing activities. (See A
Marketing Myth in my article archive).
As you can imagine, a poor customer
experience with some touch-points may cancel out positive experiences
generated through other touch-points. The term
Moments of Truth was coined in 1974 to identify the importance of
the
first few seconds of each customer contact. It is during each of
these Moments that the real character of the business is
forged - the litmus test of marketing. The complexities
of modern business have now turned this simple concept into a challenging business
requirement. The Marketing
Zone process recognises the importance of the Moments of Truth, and works on improving the
customer orientation of all facets of a business. We use the Marketing
Zone as way to focus attention and discover all the opportunities
available to you. To maximise
results from your marketing you must:
- identify the most important
customer touch-points
- have ways of maximising the value of positive outcomes, and
- keep abreast of customer expectations. If
you would like to discuss the opportunities for you to improve the
effectiveness of your Marketing Zone please contact
me. |
