What is Modern Day Marketing?

Such a simple question with a complex answer.

Typically defined as  “the action or business of promoting and selling products or services, including market research and advertising.”

If you work in marketing then I’m guessing you find it difficult to define marketing even though it’s your role. The term marketing isn’t straight forward and the definition varies from person to person. So how can you set tasks? Or monitor results correctly? What is Sales and what is Marketing?

I always say ‘marketing and sales go hand in hand’ but then that also leads to the overlap of ‘what is sales’.

If you think about the function and outcome of sales and marketing you will start to see that actually sales and marketing does overlap and marketing is present in all stages of any business beginning to end.

Marketers thrive off understanding industry, customers and the business. They consistently study consumer habits and ask questions like:  ‘Where, when and how?’

Marketing began in the 1950s

Over the years marketing has evolved from print media to TV to the internet and so on. Modern marketing has become increasingly important to fine-tuning how a business sells a product to consumers to optimise success.

Modern day marketing gives so many platforms to carrying out campaigns – but where do you start?

Here are several types of marketing that are relevant today:

Where you invest your time and money depends entirely on where your customers spend their time. Your market research will determine which types of marketing and which mix of tools within each type is best for building your brand.

The 4 P’s of Marketing

An important tool that helps businesses understand how marketing interacts with each stage of the business – is The 4 P’s of Marketing:

  • Product
  • Price
  • Place
  • Promotion

Implementing the 4 P’s within the business will help businesses understand the demand for their product, competitor research will discover the best price points, and analysis will offer suggestions on how and where to sell. Promotion is when your marketing team will create increase awareness and interest in your product and ultimately, lead to more sales.

Marketing intersects all areas of a business

So you see, Marketing is not as clear cut as a simple definition. Marketing intersects all areas of a business, so it’s important to understand how to use marketing to increase your business’s efficiency and success.

When was the last time you revisited your marketing strategy and implemented your marketing plan? Are you using the modern day marketing mix correctly or just using tools such as social media, SEO, email marketing, PPC campaigns because you know you need to but unsure what your strategy is and what results they are delivering?

Contact me and ask about my marketing audit and marketing calendar plan to help you reach your potential and maximise your sales.

7 Ways to Tell your Business Story!

Who are you…? Can you tell someone what makes your business better or truly different in less than 10 seconds?

The story behind your business is the most valuable asset it has. It’s the guiding principles and impacts on every facet of the organisation. Its not just your marketing message, its your sales pitch and unique selling point.

Brands that truly know themselves and their stories have a major impact within their marketplace. Think Disney, Coca-Cola, Nike – they are brands that have long realised the power of their story and using the right features to generate huge revenue boosting interest and loyalty.

More and more brands are comprehending the power of stories to transform their presence and identity. Brands that have nailed their storytelling all have common traits – here are just a few that you can try to incorporate and start your story today:

7 Ways to Tell your Business Story & Create Long Lasting Customer Relationships!

Know your customers and understand the problem you are solving for them!

By taking an insight into your customers you will start to understand the emotions and behaviour that motivates your customer to make a decision. Identifying the market needs for your product / service and offer to solve them with your business (brand) story. Create a story that people can understand and connect with. The sto­ry is cen­tral to com­mu­ni­cat­ing your business’s pur­pose.

What makes your brand different, better?

How you position your brand is everything. Look at your biggest competitor and what are you doing to differentiation your brand’s position to the competition? And then ask yourself ‘Is your positioning supporting the brand story and heritage?’ For example your biggest competitor may have a pricing advantage but does not offer the high level of service that you do before and after the transaction. Then you need to highlight this in your storytelling!

How interesting is your story? Can you redefine an experience?

A good brand story is good in part because it has something to say and the brand itself has taken an experience or an industry and turned it on its head. , a good emotional story can make a significant impact on motivating response. When thinking about your brand story think about creating a powerful emotional connection.


How many brands can you recognised without see the business name? People process images thousands of times faster than text. . Research indicates that Images may be superior to words in inducing evaluative responses, communicating emotions and creating memories.

Make it original that people will share and remember.

The brands with the most original, creative, emotional and unique ideas are the ones that stand out, are memorable and create conversations. What is more original than your business story – how did you start the business, who is behind the business, who are the employees? People buy from people – share your journey! Make people think what is behind the business, remember and share!

Know who you are and what you stand for!

Adaptable, personalised digital experiences ensure your brand connects emotionally with customers across all platforms and channels. Creating personalised experiences to ensure that your brand connects emotionally with your consumer, no matter where they are, what device they are using or how they interact with it.

Do Good!

Many of these brands incor­po­rate an ele­ment of social good into their sto­ries – whether that’s giv­ing back to com­mu­ni­ties or fos­ter­ing sus­tain­abil­i­ty or help­ing con­sumers find their best selves. And, again, these goals make for good sto­ries.

Next Steps

I know what you maybe thinking? This storytelling is all good and well but how to you use analytics to emotionally track customer actions and journey? The truth is the customer journey is about understanding how and where to connect in every touch point your customer is interacting with.

It’s not just about collecting data but knowing what to do with it. Go beyond data and dashboards to reveal actionable, emotional insights that influence conversations and tactics.

These are simple steps that all business can use in your marketing process. The storytelling process works and is used by our everyday brands. Yielding positive and meaningful results time after time.

Let me help you stand out from the crowd. If you need help telling your business story lets have a chat over coffee and we can start mapping out your journey and turning your business into a brand that connects with your customers and provides long term customer retention.