The Marketing Spectrum - 1 of 3
Every company’s marketing falls within a spectrum. Some are completely focused on performance marketing. CTAs, sales tactics, and discounts that increase bottom line are their priority. Other companies are totally focused on brand marketing. Establishing a look and a feeling, and then not compromising for any reason is what sets them apart. Most companies fall somewhere in the middle.
Check out this diagram I created, then I’ll explain more about both philosophies.
Total Brand Focus
As you can see, companies with a Total Brand Focus are a bit out of touch with a majority of consumers. They generate exclusivity for its own sake, creating a hyper-niche product that appeals to a very small group. Usually these companies sell products or services at a very high price. This is because they need to make up revenue for all the customers they lost along the way. A lack of performance marketing reduces sales greatly, and companies like this are ok with that, so long as their brand image is always polished.
Total Performance Focus
Companies with a Total Performance Focus often get a bad rap, and with good reason. They try virtually anything to close a sale, including pushy salespeople, sleazy advertising tactics, and endless marketing variations. Companies like these will employ door-to-door salespeople, test dozens of landing pages with starkly different colors and copy, and change the price of their product often.
Usually, customer interactions with these companies are less than ideal. So why do companies still operate like this? Because it works.
Balanced Focus
Most companies feel guilty about the purposeful exclusivity and pushy sales tactics, so they fall somewhere in the middle. Most companies are willing to give up a few dollars every year to make sure their customers have good things to say. They’re also willing to let go of a perfect brand feel to make sure they’re driving sales every month.
Hopefully you can start to see where different companies fall within this. In tomorrow’s blog, we’ll look at different companies and ads, and place them along the The Marketing Spectrum.
See you tomorrow!
