Dynamic Digital Marketing

Chapter 4Developing your proposition

‘The way to get started is to quit talking and begin doing.’

Walt Disney, entrepreneur

There are three goals that every business, regardless of industry or niche, wants to achieve (Figure 4.1). And digital marketing can help achieve all of them:

1. increase customer base
2. increase order value
3. increase purchase frequency.

So how does a business achieve these goals?

I meet businesses day in and day out that have amazing products and services on offer, but they quite simply don't have enough customers to make the business profitable.

FIGURE 4.1 The three goals for business.

How can this be when we know there is demand and that the product or service solves a problem?

The two main reasons that a business fails are insufficient and ineffective marketing (Figure 4.2).

So how do we fix this? We need to nail down the 3Ps (Figure 4.3):

1. proposition
2. presence
3. process.

I always refer to this stage as the most important aspect of digital marketing.

FIGURE 4.2 The two reasons businesses fail.

FIGURE 4.3 The 3Ps: Proposition, presence, and process.

Proposition

This is based around your passion, brand, mission, vision, problem, price, and ...