Limited Time Offer: Save 40% on PRO with code GOPRO2018 »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Corporate Training Solutions
See All »
Schedule of Events
Virtual Conference Series
Speak for Us
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
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.
6/6/2004 at 10:34 AM
I think you answered your own question. In addition, everyone else above gave you all the ammo you need.I encourage you to start reading the links!
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.
BACK TO TOP
Post a Comment
The Four Most Compelling Design Trends for 2018
by Pamela Webber
The Ultimate Grammar Cheat Sheet for Writers [Infographic]
by Laura Forer
The Battle for Content Marketing: 8 Trojan Horse Tactics That ...
by Linda Emma
How to Use SlideShare for Lead Gen With E-Books
by Ashley Faus
How to Create Engaging Social Media Campaigns That Get Attention
by Ben Sailer
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with