When starting a career in Marketing, you need to understand the importance of the “What” and the “How”.
Marketing is both an art and a science—a dynamic field that requires precision, creativity, and strategy.
At its core, Marketing revolves around two crucial questions: What are we trying to achieve? and How will we achieve it?
These two pillars, the “What” and the “How,” guide every successful brand campaign and shape the results that businesses aim to achieve. Here’s why both are indispensable and how they interact to create impactful Marketing strategies.
The “What”: Defining your purpose
The “What” in Marketing refers to your goals, objectives and the value you aim to deliver.
It’s the foundation of any brand campaign and answers questions like:
• What is the product or service?
• What problem does it solve?
• What is the message we want to communicate?
• What are the key performance indicators (KPI’s)?
Without a clear “What,” Marketing efforts become aimless. For instance, launching a campaign without knowing your target audience’s needs or your desired outcome will lead to wasted resources and missed opportunities.
A well-defined “What” creates alignment within teams and ensures that everyone is working toward a common goal.
It also helps clarify your unique value proposition, ensuring your brand stands out in a crowded marketplace.
The “How”: Executing with excellence
The “How” addresses the execution and tactics of your Marketing strategy.
Once you’ve defined your “What,” the next step is figuring out how to make it happen.
This involves:
• Crafting compelling and consistent messaging.
• Designing creative assets that resonate with your audience.
• Selecting the right channels (social media, email, SEO, events, etc.).
• Implementing and optimising campaigns for maximum effectiveness.
The “How” transforms strategic ideas into action. For example, a well-defined “What” might identify that your goal is to increase brand awareness among Gen Z. The “How” then focuses on how to achieve this goal—perhaps through engaging TikTok content, influencer partnerships or interactive online experiences.
The balance between the “What” and the “How”
Focusing too much on the “What” without a solid plan for the “How” can lead to strategic stagnation, where great ideas fail to materialise.
Conversely, diving into the “How” without a clear “What” can result in disjointed campaigns that lack focus and fail to deliver results.
Successful Marketers know that the “What” and the “How” are symbiotic.
For example:
• If your “What” is to drive a 20% increase in e-commerce sales, your “How” might include leveraging paid ads, optimising your website for conversions and offering time-limited discounts.
• If your “What” is to build long-term brand loyalty, your “How” might focus on customer engagement strategies, storytelling, and building a community through social media.
Conclusion
To excel in Marketing, start with a clear and compelling “What” that aligns with your brand’s mission and audience needs.
Then, invest time and resources into crafting a thoughtful and effective “How” that brings your strategy to life.
By striking the right balance, you’ll not only create campaigns that achieve measurable success but also build lasting connections with your audience.
Remember: great Marketing starts with purpose and is fuelled by execution.
Master both, and you’ll be well on your way to Marketing success.