The right approach to choosing a marketing strategy often helps a company reach its full potential. The power of marketing should never be underestimated, as it essentially sets the perspective for product growth and further development. It is customary to distinguish between two principal approaches to marketing, namely structured and unstructured approaches (Chernev, 2020). Each has a number of pros and cons and is chosen by the company depending on its development strategy.
Looking at the difference between the two approaches fundamentally, it is noticeable that the structured approach is more suitable for projects with a long-life cycle. On the other hand, the unstructured approach is designed for results here and now (Kotler et al., 2018). The example of a pharmaceutical company that relied on an unstructured approach strategy, using the human factor as the prominent product promotion, is effective in the absence of a similar way for competitors. This method is too straightforward and does not reveal the entire essence of marketing.
A structured approach entails analysis and collection of market statistics, analogies with competitors, and a more organic structure in the construction of responsibilities within the company (Cobley, 2010). It allows controlling the process of promoting the product and taking it to a new, higher quality level over time. As this strategy is not expected to be an instant success, it should not be evaluated in the short term.
The ideal marketing strategy is a combination of a structured and unstructured approach. Both methods can complement each other and bring dividends in the long term. Given that they can both work independently of each other, it can be said that their combination is a priority for marketers. Synergizing both approaches can allow the product to expect success in both the short and long term. The right mix of order and chaos will bring success to both the company and its customers.
References
Chernev, A. (2020). Marketing Plan Handbook, 6Th Edition. Cerebellum Press.
Cobley, D. (2010). What physics taught me about marketing [Video]. TED.
Kotler, P., Kevin Lane Keller, & Basel, U. (2018). Excerpt from Marketing Management, 15th global edition, Philip Kotler & Kevin Lane Keller. Pearson.
