As I dive into the research phase of marketing, differentiation is at the very heart of the discovery process.
The concept of differentiation brings back fond memories of college Biology. Stem cell research was a hot topic then and continues to fuel heated conversation on both sides of the debate.
The ‘con’ side fears stem cell research will lead to a society of “designer babies”. The ‘pro’ side views it as scientific research that will lead to a better understanding of cell function. Whichever side you gravitate to, what can’t be debated is the fact that stem cells are programmed to differentiate. They become very specific, specialized units. These units adapt to a form and function that distinguishes them from all others.
This formula for success holds true in the marketing efforts of your organization. Ask yourself………
Differentiation What does your organization do well on a daily basis? How do these practices set you apart?
Segmentation Are you able to clearly identify all possible market segments?
Specification Is your campaign specific to your audience?
Specialization In what areas does your organization specialize? Do your areas of expertise allow you to adapt to the ever-changing social marketplace?
The success of any marketing effort lies in your ability to identify those characteristics that distinguish you from all others. This seemingly small act of due diligence is certain to guide you to a “designer baby” of your very own!