MARKETING CANVAS STRUCTURE
As said by Philip Kotler: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. While the first part for the definition remains true in essence, the world has evolved and challenges of the past are no more the challenges of today. Therefore one of the question we can have is: How can we explore, create and deliver value today in a digital world? Or differently said: “Which process should we follow for exploring, creating and delivering value today?”.
When working on classical existing framework like 4P, SAVE model or even the Business Model Canvas, I was struggling between the simplicity of use of these models (limited number of dimension, easy to understand and use) AND the need of more detailed elements for defining relevant and operational actions. I therefore decided to keep have 6 meta-dimension and create 24 micro-dimensions (4 per meta) for having a better description of the analysis. Let’s see what are these dimensions!
Today, we should become customer-centric instead of product centric. The Service Design and UX theories (Alan Cooper) convinced me that we should talk about HUMAN and put the human in the center of the plan. When analysing our ideal buyer, we can split it into 4 attributes: Job to be done, Aspirations, Pains/Gains and Engagement.
While Kotler (with his 7P) is not considering the BRAND has one key dimension but more as a tool, I believe it should be clearly mentioned as a meta-dimension. A brand starts from its Purpose (Sinek), should be clear about its Positioning, defines its Values and have a congruent Identity.
I think the concept of VALUE PROPOSITION as described in the Business Model Canvas (Osterwalder) is perfectly doing the job. Let’s keep it as such. Key dimensions of a Value Proposition are: Features (functions that address job to be done), Emotions, Prices and Proofs.
Instead of talking of Channels or Place, let’s embrace the Customer JOURNEY revolution and use Journey as it covers interactions, touchpoints, micro and macro moments and omni-channel. To describe this journey, I have identified 4 dimensions: Moments, Experience, Channels and Magic.
Advertising, Promotion or even Education (as in the SAVE model) are for me missing the point: we should talk about CONVERSATIONS. How much unpaid conversations do you have, how long are your conversations? Is it a monologue or a dialogue? I have identified 4 dimensions are: Listening, Content & Stories, Media and Influencers.
It is important to revisit the marketing metrics when doing your strategy. As identified by Rust & al: “once companies make the shift from marketing products to cultivating customers, they will need new metrics to gauge the strategy’s effectiveness”. An accepted metric for replacing sales (revenue ) is the customer lifetime value (CLV) which nicely helps to connect financial goals (which is why we do a marketing plan) with strategy and actions. 3 natural dimensions behind the CLV formula are: User, Usage or ARPU (Average Revenue Per User) and Lifetime. Finally, your Budget which are all the money you spent for your Marketing to make this happen.
These 6 meta-dimensions (Human, Brand, Value Proposition, Journey, Conversation, Financials) and 24 micro-dimensions will help you to observe your new or existing business in a simple way.