I am not a marketer by profession but since I started doing my Masters in Business Leadership at the University of South Africa, I have learnt a lot about the strength of marketing. Marketing is not successful or dynamic unless it achieves certain business goals. When I look back at the things I have done while working on various business ideas, I can spot the areas where I made marketing mistakes to the detriment of my businesses.

 

Allow me to recall these major ones without referencing any document.

 

  1. Customer Recognition

 

I have learned the marketing jargon but it mean nothing beyond what it defines in literal terms.  It is crucial that when you start a business you take extra care of the very first group of customers that come to support your.  In marketing terms, these are called the innovation customers.  These are the people who will have first hand experience of whatever service or product you are offering. They normally understand that you may have difficulties because you are starting up, and wouldn’t mind some sort of trial and error in your operations, however you must try your best so that they get the impression that you are truly trying your best.

 

  1. Market Segmentation

 

This is one crucial element in running a business.  As an entrepreneur, you must know the type of customers that visit your business.  You customers can generally be classed according to demographics, lifestyle and usage.  It is important not to mix up these three important elements of segmentation.  When it comes to demographics, it matters the age, education, income and occupation.  Likewise when it comes to lifestyle; status, attitudes and interests matter.  Product or service usage behavior is also key. If for example a household of five needs the service of transport, they need a bigger car than a single bachelor who needs the same service of transport. Yours to do is understand the segment and serve the customer what they want.

 

  1. Diversity

 

Even though this is not a direct marketing concept, it does influence whatever marketing efforts a business implements. The effects of globalization can not be overlooked.  It is no use trying to ignore certain groups of individuals because they don’t come from your expected classification.  There is always the temptation of racism and discrimination when you see people from far away countries making an influence in business operations.  A good example is that of xenophobic attacks experienced by South African immigrants in 1998.  There is a false belief that immigrants come to steal job opportunities, drain the economy and possibly stretch government social functions like health, food rationing, etc.

 

This is being shortsighted because some, if not most, immigrants bring in unique skills and expertise and mostly support local business. Immigrants can also export certain items to their native countries for various reasons such as cheap prices, unique products, etc.

 

Another factor is that in most cases immigrants have hardworking attitudes.  This definitely enhances economic activities in the country.  I want to believe that the ‘brain drain’ concept that most African countries suffer from emanates from diversity.  The concert of diversity is unfortunately here to stay.  I know so from the unstoppable agents of globalization such as the Internet, the cell phones, the instruments that use satellite connections, etc.  As such, people can accept job offers from any geographical location, knowing very well that distance is not a problem. To have a successful marketing initiative, you must keep this in mind and make sure you are flexible and accommodative to all potential customers.

 

I admit that I haven’t been paying attention to the above points and promise myself never to overlook these elements because they matter for business success. I encourage entrepreneurs to do the same and assure them that if they do, they will reap the benefits.

Related posts