Too many people think marketing is either creative or strategy. But in reality, a marketing ecosystem comprises a variety of components that work together within every organization to make it what it is.

Marketing is the profession of growth. If your organization is looking for more of something - more impact, more engagement, more members, more revenue, more success - looking to the profession of marketing for answers is a good first step. But with the advent of digital engagement, the bewildering amount of data available, and the confusing "tech stack" behind your enterprise solutions, many organizations find it hard to know where marketing starts and stops. 

Halmyre's Marketing Ecosystem™ provides an overview of the five fundamental organizing principles for designing, implementing and sustaining a marketing strategy and plan in today's economy. Understanding what your organization's priorities are in the ecosystem is the key to strong marketing and engagement.

The Five Elements of the Halmyre Marketing Ecosystem™

1.     Value Proposition

Your organization’s value proposition is like an elevator pitch for your organization. It is the competitive placement of your products and services in the market and is strongest when it offers ways to fulfill your audience’s wants and needs that are unique, better or best. A strong value proposition is an essential building block for an organization’s growth.

2.     Service Design

Service design is the quality of service and customer experience your audience encounters when interacting with your organization. Are you providing timely and helpful support? Are you there when your customers need you?

3.     Data Intelligence

Data intelligence refers to your organization’s ability to measure and assess information to make better marketing decisions in the future – to monitor, understand and optimize your processes.

4.     Creative Strategy

The power of aligning strong visuals and the right words cannot be overstated. Our brains make split-second decisions based on visual cues. Sending the right signals is critical. Your organization’s creative strategy refers to the development of thoughtful, strategically aligned visuals and applying them consistently across all your organization’s content to convey your value to your audience.

5.     Content and Promotions

Content and promotions include the process of creating content – blogs, whitepapers, news releases, etc. – and the strategy behind posting them to various paid and organic platforms to create engagement. At Halmyre, we know success starts with planning an approach to content before you just start creating content.

Every organization’s marketing ecosystem is different – your mix of strengths and weaknesses is unique. Some ecosystems rely more heavily on content and promotions, and some take an approach more focused on data intelligence.

What to do with this information today

Start with an audit of your marketing ecosystem to assess where you are stronger and weaker so you can plot investments that will help you grow your organization through a planned, measured approach. Your unique mix will depend on many factors, such as your competitive environment, the capacity of your team, who your customers are and the sophistication and experience of your company.

Halmyre knows that a focus on the fundamentals of each organization’s marketing ecosystem and an understanding of its unique levers of growth will help with the allocation of resources and ultimately deliver more success for the organization.

About Christine Saunders

Halmyre President Christine Saunders is a marketing consultant to service-based organizations, a strategic advisor to marketing executives and leaders, an entrepreneur and a hobby farmer. Prior to founding Halmyre in 2014, Christine owned a traditional integrated marketing and communications agency specializing in financial services, public services and not-for-profits. Her education is in politics, ethics and philosophy, and she is a proud Maritimer despite living in Upper Canada today.

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