Two of the most highly respected authorities and business thought leaders of the Twentieth Century had much to say about marketing. The late Jay Conrad Levinson, the father of Guerrilla Marketing said, “Identify or create your competitive advantages, then concentrate your marketing upon them.”
The late Peter Drucker said, ““Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
However, today top management surveys reveal their priorities are: finance, sales, production, management, legal and people. Marketing and innovation are noticeable absent from the list. Google Executive Chairman Eric Schmidt believes that revenue solves all problems. This suggests that we need more sales. However, many business thought leaders suggest that Drucker’s advice about marketing would have perhaps helped management to avoid the problems they face today. When one considers the trouble that many of icons have run into in recent years, they have not placed a priority on marketing.
Drucker famously said, “There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available . . . .”
Levinson advised, “Begin by allocating time dissecting, refining your competitive advantage, and the weapons you will deploy. Then, become an evangelist to make sure that everyone uses these weapons in a way that will improve revenue, profits and customer loyalty. However, managers fail to transfer and adapt a successful—guerrilla marketing—weapon from one channel or market to others. It also happens in companies led by individuals who lack tenure in marketing or sales, they dismiss or ignore the competitive advantage, deeming it unimportant because it is not specifically listed on the balance sheet. The reality is that it is easier today to use guerrilla marketing strategies because of the internet. It is surprising how many small to mid-size business do not have a website. Many of those who do are barely in the digital marketing age and have an unattractive site that only provides information about the company and what it does.
I encourage you to take the leap and create a web 3.0 digital marketing-oriented website. Begin with a check-up of the landing page—where you want your leads to arrive on your site. It is not always the “Home/Welcome” page your visitors need to see first.