Is Effective Marketing a System?

systemI’ve been screaming from the rooftops for years now that marketing is a system, in fact it’s the most important system in any business. But, the word system can cause some to become very rigid in their thinking – “we do it this way because that’s the system.”

A more accurate description I suppose – and one that I plan to scream from the rooftops going forward – is that effective marketing is actually a product of a systems mentality – in other words the approach is more important than the actual system. To me this leaves the room needed to access, grow, change, align, and realign with strategy and tactics fully in tow.

I wrote a post on American Express Open Forum that I titled: 7 Reasons Why Your Marketing Plan Doesn’t Work. The post address this thinking and adds some other points that might surprise you as well.

Image credit: Teo

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • I've been a project manager for years, so that's where I'm coming from on this comment. I've learned that a “system” is just a general guess, a set of goals that change. Nothing is solid. Nothing is rigid. Life, and marketing, is just not like that.

    You need to know what the goals are, so you can keep moving towards them as they move away from you. There are only goals. There's not a system.

  • Pete

    I totally agree that marketing is a system. I have executed this method for years. It may be more accurate to say that marketing should be approached as a system. The concept being you are assembling numerous parts and pieces for a specific set of goals – Drive leads, Drive purchase, etc. The hard part is that the amount of unknown that exists in each pieces effect on the whole and if any one interacts. To be effective you constantly have to test and tweak the pieces to see if they affect the whole.

  • Thanks for the sharing the wonderful insight. Lots of wisdom here.

  • Yes marketing is planning your work, then working your plan. In other words, follow your system.

    Almost nothing works if you don't follow some sort of system. Can you imagine if your surgeon didn't follow a system?

  • This is a good piece of information to start up with Blogging. Thanks for the post. Keep up the good work. Keep blogging.

  • Great post! I agree that successful marketing is a system.

  • deborahrichmond

    I counsel my clients to approach social media marketing as a system, one that they work on a little every day. A system canb be broken down into smaller parts. This appeals to an entrepreneur who is so busy with so many other tasks.

  • Seriously, balancing your “marketing” time with your production time is critical. You have to avoid giving too much to just one, which can be difficult at times.

  • Seriously, balancing your “marketing” time with your production time is critical. You have to avoid giving too much to just one, which can be difficult at times.

  • Seriously, balancing your “marketing” time with your production time is critical. You have to avoid giving too much to just one, which can be difficult at times.