How Marketing Benefits Your Business, And then Point of View(POV) Marketing

How Marketing Benefits Your Business
Every business should take a look at their marketing efforts to find out what is working and, more importantly, what can be improved upon in the year ahead. As business grow, change direction, or go through rebranding efforts, their marketing needs and expectations.

But building a marketing strategy a year in advance is complicated. Even after all of the projected marketing initiatives and activities are plotted, there’s still the task of actually implementing them and remaining consistent throughout the year.

Benefits of Planning Ahead
Whether you choose calendar marketing software to collaborate with a team or a simple monthly calendar to keep track of events, planning marketing initiatives in advance offers a number of benefits for businesses like being able to organize activities and prioritize them based on need.

A marketing calendar also allows you to see, at a glance, whether you have too many events or, conversely, lapses in activity in any given month. If you use calendar marketing software, you can spread out, ramp up, or reassign campaigns and other initiatives in just a few clicks.

Perhaps one of the biggest advantages of calendar marketing is the ability to go back and evaluate the effectiveness of campaigns and plans implemented every month. You can manually do this by creating your own rating system based on how well an activity worked or, if you use calendar marketing software, you will be able to track results and see valuable insights from individual campaigns.

The best part of calendar marketing is its flexibility.
If you want to plan your marketing quarterly rather than annually, that’s fine too. When you find what works, stick with it.
Consistency, regardless of which marketing calendar plan you pick, is the key to seeing results with your marketing calendar.

Point of View(POV) Marketing
What’s POV Marketing?
Point of View Marketing is communications that support what your brand (company, product or personal) stands.

POVs are a defined set of beliefs you share with the communities you serve. These perspectives amplify and drive home your value, position and strategy. They’re core to your brand. They both reflect the customer environment and project what will transpire in a market. Therefore, they’re dynamic and ever-evolving.

POVs can be developed from various company, market or customer dynamics.

• Your company why
• Your beliefs, passions, values
• Your take(s) on market trends
• Your customer mandate

How to Develop POVs
POVs are derived from your why, beliefs and values. They’re elegantly and thoughtfully blended with key happenings in the markets you serve, including market themes, trends and conversations, customer pains or priorities, influencer and analyst topics, competitive landscape, and of course all your content and materials.

It’s important that your POVs be complementary to, but NOT exactly the same as, messaging, product marketing, features & benefits and company position. In editorial columns, blogs or event presentations, for example, they may manifest as your “takes” on specific issues.

Examples of POVs to Increase Your Relevancy
Let’s look at a few examples of POV Marketing.
We’re developing at Integrate in the marketing technology community we serve. The team at Integrate uses POVs to share our beliefs & our Customers around how marketing technology is identified.

POV Marketing approach accelerates your brand, company and people to be more:

• Relevant
• Differentiated
• Strategic
• Understood
• and Desirable