How to use traditional marketing and

provide a better skillset for marketing and customer service employees.

provide a better skillset for marketing and customer service employees.

A broad marketing skill set in this digital era can span across a very large horizon. Traditional marketing has been around a long time. Have you heard about the four P’s? It’s a marketing mix defined as the set of marketing tools that a company uses to pursue its marketing objectives in a targeted approach. The marketing mix refers to four broad levels of making marketing decisions, such as: product, price, promotion, and place.

If you have a product priced fairly, free delivery and send reminders to your customers, such as, “it’s time to buy” and it’s producing revenue, then it’s a decent business model.

Now ask yourself.

Who are your customers? Why should someone buy from you rather than your competition? Is the answer your 30 second elevator speech? Maybe it’s in your USP? In your sales presentation? Maybe the answer is on a prominent page of your website?

I, as a direct marketer, ask a lot of questions when I assist companies in ways to improve their marketing mix. Questions answered provides me with the information I need. I’m always in a problem-solving mode. That puts me on the customer’s side of the table. A good place for you to start – when looking for better marketing results.

The reason why I get on the customer’s side of the table is trust.  Your focus is no longer sell, sell and sell some more. Customers or a prospect are looking for answers to solve a problem. For example, how do you get and keep your customer’s? Keep in mind, trust is something you earn.

Do you have enough customer data? Data unlocks the door leading to the many paths a customer can take to make a purchase. A good employee skillset can also be defined by your marketing strategies. Plus, another good idea on how to build trust.

Marketing strategies and a good marketing skillset for your employees can make a big difference in your company revenue.

First: “The variety of different strategy models is often overwhelming for both practitioners and businesses alike.”

Second: “A look at a number of recent reports and surveys shows that while there is an appetite for using data more wisely, and an intention among top executives to use data more, there are still many companies not using data as effectively as they could.”

Third: One can be a lot of work and the other does not have to be. Let’s start there.

Consider, a direct marketing strategy. Since this is considered the Age of the Customer prompted by most marketing people, with the possible exception of Facebook.

Let’s look a few employee marketing skills that I would look for when considering direct marketing and customer-centric marketing strategy.

Consider a direct marketing strategy.

Direct marketing, direct response and direct-2-customer, was made for any small business. Direct to the customer. There is no middleman.

Compelling writing is your “sales person.” Use words that sell. Make a customer an offer he or she can’t refuse.

Visuals and design help pull the reader into the copy. Pictures of people using the product is a great tactic.

There are many tactical channels to use to reach your customers. The top two are direct mail (everyone has a mailbox) and email (is more than likely number two).


  • Building customer profiles
  • Simple segmentation
  • Analyze to tantalize “like prospects” to buy
  • Creativity
  • Conception to innovation with motivation to see the results and then ask “why?”
  • Any employees in marketing or customer service must to be part detective and very analytical

Customer-centric Marketing Strategy.

As the name implies, the customer is everything a company can do to reach out to them using relevant marketing communications and creative tactical choices. The customer is always in command and buying patterns may change quickly. Maybe today for instance.

Customer-centric marketing is a strategy that a small business can use to build better business. Each customer means a lot more to a small business rather than the larger companies. Then why do many companies think each customer is the same? Or a prospect is, well, just a prospect?

A company must capture as much marketing information that a customer will disclose.

Capturing data takes a variety of methods. There is data analytics (think Google). Testing methods, such as A/B. Or from the United States Postal Services when using direct mail.

Using many communication channels to reach customers (email, website landing pages, Facebook, postal mail, LinkedIn, etc.).

Yes, this is an exhaustive list and there are many more tactics you can add to the list. People can be compared but everyone in a simple segmented list has at least some similar trait.

Therefore, data is so neglected. Data management is a lot of work. People who analyze marketing data don’t always come to agreement with their findings. However, whenever math is involved, what you hypothesize can be tested.

The interpretation, recording, and updating data is difficult. Unless you’re selling a commodity or to bots, customers can change direction on a dime. And they do, which is something you need to look at.

Data and the KISS method were made for each other.

“That is no excuse not to have a data strategy. If you believe in a customer-centric marketing strategy, you need data to make it work. Even the simplest amount of data can reap results. That’s the best place to start and learn.” Marketing Doc

Here are a few ideas to consider in the hiring process when beginning a customer-centric business model:

  • All employees need to learn as much as possible about customers. Hire nosey people.
  • Employees must learn to share their thoughts and ideas about customers with other employees. Make it competitive.
  • Make sure all employees provide customers with value added, no cost services. Give employees the capability to correct customer problems.
  • When customers are happy, they share the experience with others. Hire people who like to talk.
  • Testimonials are a great addition to use in your marketing and with the sales team. Again, employee competition will make a difference.

From the employer’s point-of-view it is critical to have a great working environment. Every employee must feel that their work is important to meet business goals as well as their personal goals.

For example, customer-centric companies always seek marketing managers with a proficiency in several disciplines. At this point, you probably have guessed that’s a smart hiring tactic to use.


Every time I hear of traditional media I think of direct mail with a direct marketing strategy. Of most importance, we are using a mixture of channels to reach out to our marketplace. Our data management with social marketing and other customer channels, is important digital tools in your marketing mix.

Our name of this marketing business model, 4 x 4 Communicate, is a combination of Direct Marketing and Customer-centric Marketing strategies. Hence, the name of our other website, Why 4by4 you ask? Data Management and customer Channel Mixing, is critical to get the most out of your marketing mix.

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Learning, marketing and advertising eVal.u.ations, Coaching, Consulting. It’s what we do. It’s what we like to do. It’s the best evaluation for you. 

Thanks again for reading. Questions?                                                           
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.

It’s All About Copywriting Attracting Customers

About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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