Business Marketing and Innovation – The Drucker Way

Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation.  Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.  Peter Drucker – 1973

While nearly everything in business has changed since that statement in ’73; its meaning for businesses of all sizes has not. Companies need to innovate both their offerings (services and/or products) as well as their marketing tactics to remain competitive in today’s business climate.

While the internet has blurred what we think of as word-of-mouth advertising (the humanistic kind); at the same time, it has gifted businesses with tools to extend their voice much farther and more quickly via the internet.

A business that complains about the lack of traffic to their doors, the phone not ringing, or the lack of sales – but does not market is like to a voter who complains about the government – but didn’t vote.
With regards to business marketing and innovation – here are some solid tips
  • Look at new ways to connect with the most prospects

rhode island business marketing

  • Stay connected with your customers (Or your competition will)
  • Experiment with timing your blogging and social media activity to reach the greatest audience
  • Make sure all your digital assets are discoverable (SEO) – website, images, business citations, video files
  • Continually refine your keyword research to discover new opportunities
  • Do not be afraid to try a new social media tool before your friends – go for it!
  • Know what your competitors are doing online – as you pick up search engine market share, they are likely to change their game in an effort to regain it
  • Try to market where your audience goes for their information
  • For greater advertising success, try building trust through marketing first
  • Using social media to tell stories about your brand might work better than using your website
  • Write social posts about your industry, not always about your business
  • Continually look for ways to build more link exposure to your website
  • NEVER STOP

Marketing & Innovation – think outside the box!


About: Sidewalk Branding Company is a Rhode Island internet marketing & SEO/SEM firm. Award-winning and internationally published, they focus on getting solopreneurs, and small businesses (less than 25 employees or so) discovered online – locally.

About Chris Sheehy

Chris has been helping businesses drive website traffic through SEO (search engine optimization), keyword research, citation management, Schema structured data, and PPC advertising since 1997. Online at http://sidewalkbranding.co
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