Many entrepreneurs who operate on the Polish market have a huge problem with defining what is a marketing activity and what is not. This is probably where the problem with assessing marketing itself as a type of activity that costs money and does not bring results comes from. In today’s article . I will tell you why marketing is important and why you cannot be successful in the long term without it.
Why do entrepreneurs need the skills of an effective marketer?
Peter Drucker . A management guru taiwan telegram data who has raised and educated millions of managers around the world, once said that “a company has only two functions: marketing and innovation . “ All other activities are thus pushed into the background.
Personally . I understand Drukcer’s statement in a way that does not mean that the company has no other goals than marketing and innovation. However. I understand that without these two . It cannot develop and remain competitive in a very dynamically changing market.
What is the N to marketing in Polish SMEs?
As a marketer and long-time consultant . I must say that in the Polish segment of micro . Small and medium-sized enterprises . Marketing is something katie koch director, business & financial operations that is still a song of the future. Most companies that were established a dozen or so years ago and that have survived to this day do not fully understand the essence of the marketing reality in which they currently have to operate.
The realities in which these companies were founded are very different from the situation in which they must operate today. For various reasons. The most important of them, however, is the emergence of the Internet and new media. An additional factor is the mass introduction of generic business models and companies based on them . Which ruthlessly take away their market share because they are better able to use new tools and new marketing communication channels .
Very often, the cardinal mistake made by the mobile lead above-mentioned owners is thinking in terms of the categories that ensured their current success . And which thinking was reduced to very analog actions rooted in the realities of the 1990s.
The problem with this way of thinking is that what worked when they started their companies is less effective today and will almost completely cease to work in the near future, because there is currently a pivot to digital . Or a turnover to digital marketing communication tools. Whether we like it or not, we are moving towards the virtualization of relationships.
In addition, the sensitivity of the recipients of marketing messages is changing. Nowadays, more and more people expect a non-standard form of interaction. Today . A potential customer wants to experience something exceptional and unforgettable. The fact that the problem itself is solved is no longer enough for them. As a prosumer . They are simply more aware and more demanding with each passing day.
Do Polish companies communicate value?
When . While working with clients on consulting projects carried out for them, I visit their companies to conduct a marketing audit , I almost always have the feeling that I see a business that has excellent technical and substantive foundations but is completely unable to communicate the value of the products or services it offers to its customers.
This comes down to the conclusion
That Polish companies too often focus on operational activities alone, and too rarely look at their environment and the market . Which is constantly changing. As a result, their situation often resembles the anecdote of “a bricklayer who doesn’t have time to load a wheelbarrow because he’s busy.”
