I’m not a big fan of the word evangelism when used in the marketing sense but Ben McConnell at the Church of the Customer blog has written an excellent post about the differing mindsets between short term marketing campaigns and long term loyalty / brand / evangelist building efforts.
Campaign marketing versus process marketing
On a similar note, when I run marketing planning workshops for small business owners and non-profit organisations, I make the difference between ‘campaign marketing’ and ‘process marketing’. Campaign marketing is a deliberate outreach through advertising or other effort with a clearly defined beginning and end.
Process marketing by contrast are the things you do on a daily basis that help to market your business. Networking, blogging, encouraging referrals and creating marketing partnerships can all be viewed through the ‘process marketing lens’.
Process marketing requires a long-term sustained commitment to deliver results but it is something that grows and builds over time.
Ultimately the aim is that process marketing can overtake and even replace dedicated campaigns. When that happens marketing simply becomes part of your business – therefore less ‘hit and miss’ and more consistently effective.
Does your business seek to build marketing into your business or simply spend on a series of campaigns?
And for a slightly different take, also check out this Brains on Fire post.
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