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Taxonomy/structure Of The Marketing Industry
Posted by Anonymous on
6/5/2004 at 10:35 AM ET
Can anyone please provide a taxonomy of the various types of activities and professions that make up the marketing industry. Definitions of each component would also be helpful.
Examples of the types of components I would like to see included are marketing strategy, marketing communications, promotions, advertising, PR, copywriting, value propositions, positioning etc.
6/6/2004 at 1:01 AM
I think much of what you're looking for can be found here
plus of course right here
6/6/2004 at 6:47 AM
I think that the marketing industry, like many others, is fluid and in a state of flux.
On the one hand pressure from management consultancies, and on the other hand, pressure from advertising agencies, are eroding the space of the marketing consultant.
From an industry structure point of view - new businesses are spawned as new opportunities arise (in toilet ad placement did not exit 10 years ago, and neither did the Internet!).
The industry tends to be structured around the types of media used: below the line (non commission baring activities include PR, reputation management, websites, sales material, direct mail); while above the line includes print, television, radio, outdoor, cinema, and online includes website development, email marketing, search engine listing and search engine optimisation. We now also speak of before the line, which essentially includes marketing and branding strategy development and marketing research.
Thinking about the industry from another perspective, you have in-house marketing and brand managers who either do this work with internal designers, or manage relationships with various suppliers to ensure that all communications are 'on brand'.
Value propositions and brand personalities are aspects of the brand strategy - as would features, benefits and attributes. Positioning also is part of the strategy and essentially refers to the space the brand occupies in the hearts and the minds of prospects and customers, relative to the competition.
I hope that this helps.
6/7/2004 at 2:30 AM
There are now many specialist consultancies that do brand strategies (like Interbrand Sampson, AVG, Prophet). However, an advertising agency could also do the strategy, as could a marketing consultancy, or the client could do the same in-house. Some marketing research agencies are also starting to offer strategic brand consulting services - as are management consultancies. The other alternative is for the client to do it in-house.
It is an iterative process - the brand and marketing strategy define the objectives, strategies, and tactics to be used - but you obviously need to know the functional benefits before you start the brand strategy - the emotional benefits can only be defined after a market scan and gap analysis.
I think it is correct that you need a strategy before you start - or how will you know what you are doing? However, in practice, sometimes communications are done without a strategy, and a strategy is applied retroactively. This is not best practice.
To clarify, a brand strategy is a subset of the marketing and communications strategy, and there is no real standard process or format for a brand strategy, but your outputs should include values, target market, features, benefits, and USP, together with the brand personality, brand world and brand architecture (to name a few).
The brand strategy should be codified in a brand blueprint, which becomes a guideline document for all future communications. This includes visual elements like the logo usage, colour usage and non-visual elements like the tone of voice.
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