Marketing is too important to be left to the marketing department

Marketing is too important to be left to the marketing department
For years the experts speak of the five “P” marketing. In fact each of them has his five favorite, and then the list will include a larger number.

Here they are:
product,
price,
promotion,
positioning,
advertising,
packaging,
permission

This is a list of the elements that form the basis of marketing: a useful means to the company to check the way it operates, the set of tools through which it can induce consumers to buy products that have just made.
When these instruments are not used in a coordinated manner (for example in the case of creamy foods that are promoted with the elders, but they have the flavor of the weaning food), then the message is processed by marketers confused and ineffective.
The marketing does not provide an absolute guarantee of success, but in the condition in which the market was in the past was simply a coordinate adequately the different “P” because the success was much more than unlikely.
Since then it has happened but something alarming: the traditional “P” no longer enough. In this short story we will talk precisely of a new “P” suddenly that has taken on an exceptional importance. The new “P” is featuring a curious term, << Purple Cow>>.
Some years ago I was in France with my family. I remember traveling on the highway, we were delighted to see the hundreds of cows grazing in the gently undulating countryside, in a scenario that seemed straight out of a storybook. For tens of kilometers continued to look out the windows astonished the beauty of the landscape around us. After about twenty minutes, however, we began to ignore the cows. Those that lay before us were the same as those we had just seen, and what we had initially amazed by now had become quite normal, in fact, even worse, trivial. The cows, once observed to a certain time, become trivial. They can be perfect, beautiful shapes, perhaps with large professional, illuminated by a lovely light, but they are always trivial. A Purple Cow. That means that it would raise interest (at least for a while). The essence of the purple cow is extraordinary. If the term overtime started with a “P”, I could do without the gimmick Purple Cow, but what can you do? Language works. In these few lines we will address every aspect of the extraordinary. Overtime is what emerges from the usual, what stands out and that is talked about. is the novelty that arouses interest, is the Purple Cow. the trivial is instead what does not get our attention and that therefore there is as invisible, is the usual cow from brown cloak.
The marketing of the extraordinary is the art of creating products and services that integrate elements extraordinary, that stand out. Not the marketing understood as the last intervention to practice when the product has already been achieved, but a marketing based on the principle that if it is not in itself extraordinary, the product is invisible.
The TV-industrial complex is the expression with which he indicates the rapposto symbiosis between consumer demand, television advertising and business in constant growth that was created in the past on the basis of ever-higher investments in marketing.
The consumer of the post-consumerism is the one who does not know what to buy. has everything it needs, has very little to be desired and is so busy that they can not spend time looking for products that have been made with great difficulty for him.
The office takes charge of marketing products and services almost finished and spend money to tell the target what special advantages afforded by these. This mode of operation has now lost its effectiveness. I am convinced that in the current situation the mass marketing does not work anymore. We have created a world in which the products are for the most part invisible. In recent decades, some authors have shown that the dynamics of marketing are changing. Operators have read their books and discussed the concepts, sometimes even putting them into practice, but in the absence remained faithful to the old strategies. The traditional way of working, however, is obsolete. The century of marketing studies that we have behind what is past. The alternatives are not new: they are only now the only way that you can practice.
Next time we will discuss the necessary elements to make each product or service an authentic Purple Cow. We’ll see for what reasons with the television and the media in general have lost the role of secret weapons and why the profession of marketing has undergone an irreversible change. The central element is not advertising but innovation.