Marketing Backgrounder

Marketing is the Enterprise Building Road Map to Success

Marketing, the one time art form, has now become the preeminent science of commerce. Marketing enables us to distinguish, separate, develop, and penetrate markets, networks and groups of consumers, customers, clients, households, and businesses. Marketing drives enterprise.

It hasn’t always been this way. In the past, the engines of commerce were skill sets such as invention, research, development, and the engineering of new products. Business was about solving a need and living the reality defined by truisms such as: ‘necessity is the mother of invention,’ ‘build a better mousetrap,’ and ‘build it and they will come.’

This reality provided the imaginative and productive drivers to business development. Capital, finance, manufacturing, human resources, administration, technologies and management services were developed over time to integrate with and support the new product and services process.

In the New Economy, no success or future are possible without marketing. Hundreds of thousands of better mousetraps are invented, created, developed, and introduced every year and no one beats a path to the door without marketing.

The Old Economy, Transition Economy, and New Economy are littered with brilliant ideas, revolutionary products and services that are nonstarters for lack of marketing to fuel their success.

This does not mean that hundreds of billions of dollars are not invested in the marketing process to breathe life and momentum into innovative new product and service offerings. It means that the marketing science has become so complex, costly, and diverse that it is filled with risk, pitfalls, and waste on the road to success.

Today in the Bright Age of information, knowledge, services and marketing, the science is faced with an endless stream of channels, conduits, choices and techniques to reach the prospective market and the ideal buyer, purchaser, customer and consumer. The media have segmented to serve a broad array of consumer interests, lifestyles, psychographics, and demographics. Further, communication technologies have multiplied the mediums far beyond broadcast, print, billboards, and post and in turn created a limitless matrix of delivery systems to touch the ideal buyer, purchaser, customer, and consumer.

In the Bright Age we reach the market via broadcast, broadband, cable, direct TV, wireless, retail, kiosks, post, and hundreds of other diversified methods.We have millions of websites, 200 direct TV channels, 95 cable channels, hundreds of thousands of direct response mailings, newspaper inserts and magazine supplements, telemarketing inbound phone calls, plus over one billion permission emails per day circling the globe in search of a target prospect, buyer, customer, consumer. Marketing now is a science in search of focus, accuracy, integrity, and simplicity.

During the past 100 years, technology advancements changed the marketing art form and we’ve come right back to where we started—‘one-to-one’ marketing. (See The Marketing Century timeline.)

It started across the front yard fence or at a church social at the turn of the 20th century and evolved to promoting national brands on network TV at the mid-century apex of the mass consumer media era. In the 1970s cable TV introduced segmented offerings with special interest programming for everyone from the sci-fi fan to the home improvement handyman. Now, at the beginning of the new millennium, we return to target ‘one-to-one’ marketing in new ways—via the internet, database direct response, permission email, and other consumer preference driven marketing programs.

The media channel explosion created conditions for the emergence of a new, more responsible, more accountable, and cost-effective method, approach, philosophy, delivery system, and service model to meet the client’s marketing goals and objectives. The continued introduction of electronic technologies such as the Worldwide Web, broadband transmission, interactive wireless, database management and other revolutionary methods required to attract, entice, engage, monitor, and measure the relationship with an ideal customer added to the allure and credibility of one-to-one marketing services.

The answer to this ever-challenging marketing dilemma is to improve the aim, reduce the cost to reach, and focus the marketing proposition down to creating a ‘one-to-one’ relationship with the customer.

The re-emergence of ‘one-to-one’ marketing as the appropriate best practice to answer the client’s marketing goals and objectives led to the invention of AIMS Worldwide and accurate integrated marketing solutions to meet client needs.

AIMS Worldwide is a publicly-held company (OTC BB: AMWW) and an emerging leader in designing, developing, and managing one-to-one marketing solutions at the lowest possible cost to large and mid-sized businesses and organizations. AIMS vertically integrates services into a focused ‘one-to-one’ marketing program or campaign to meet and exceed client goals and objectives. (See How Vertical Integration Works.)

To learn how AIMS Worldwide can help your company reach its marketing communications goals with maximum Return On Marketing Investment, contact Gerald Garcia at ggarcia@aimsworldwide.com or 703- 621-3875 ext. 2256.