Chapter 13 on semiotics addresses some critical issues relating to marketing (Godin, 2018). The first critical issue addressed is that symbols are quite crucial in marketing. Correctly designed symbols help the target audience to resonate with the products or services being marketed. The second issue is that the audience tends to pass different judgments on symbols used in marketing. This is because different symbols appeal differently to diverse audiences. The third critical issue is that marketers should use symbols to gain trust with the target audience. Symbols are essential in helping enroll and gain the trust of the target audience when correctly designed. Chapter 14 handles the topic of treating people differently (Godin, 2018). The first critical issue that it addresses is that marketers should be aware of is that most of the populace have an average reception of change. Marketers should not expect a widespread reception of the change they want to be adopted since the majority of the people are content with what they have. The second issue is that the early adopters are the most important group when marketing a novelty. This is the group that is exceedingly receptive to change. The third issue is that the target audience in marketing should be the group seeking the change being offered. Such a group creates loyal customers who help enroll more customers.
The first relevant lesson learned from chapter 13 is that it is important to build a brand that stretches beyond the logo. Besides the logo, customers require a brand built on a promise of what they seek. The second lesson is that strong brands are built through creating connections with the target audience. The connection with the audience is established by offering non-transferable properties so that the customers care about your specific brand. The third lesson is that the first impression is important. Hence, it is essential to be cautious when designing symbols else they create an impression which keeps some customers away. The first relevant lesson learned from chapter 14 is that it is essential to learn the needs of different people. Different people have unique needs, and it is quite important to ensure that the change being sought targets the right audience. The second lesson is that when marketing new products or services, start with the neophiliacs. They are receptive to novelty since they are in a continued search for newer products, technology, etc. The third lesson is that marketers should be in a continuous search for the different needs of different people. A continuous search and the free will to treat people differently is a sure way of retaining clients.
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Chapter 13 advocates for some important best practices. The first lesson is that the design of symbols, including logos, should be left to professionals. They help create symbols that resonate with the target audience. The second practice is that the design of symbols should be conducted with the target audience in mind. This consideration helps design bespoke symbols that appeal to the target audience. The third best practice is that semiotics such as signals should be changed, and when the change is undertaken, it should target the right audience, those who already trust the brand. The change of the signal helps to inform the audience of the changes in products or services but from the same reputable firm. The first essential best practice advanced in chapter 14 is that the initial step in appropriate marketing should involve enrolling the right audience. Enrolment assists in the mutual learning of the needs and changes between customers and marketers, thus assisting in identifying the appropriate audience. The second practice involves examining the contribution that individual customers have on the enterprise. This endeavor helps in singling out the most valuable customers with a view of treating them differently. The third practice involves interacting with the most valuable customers, e.g., through timely calls to make apologies in case of mistakes. Interaction with customers helps create a pool of loyal customers.
The concepts of chapter 13 are closely related to topics reviewed in class. Chapter 13 addresses the concept of symbols being designed with a particular audience and context in mind. This concept is related and aligned to cognitive businesses since cognitive business analyzes various data with a view of understanding the needs of their specific customers. Chapter 13 underscores the critical role that semiotics play in marketing. They act like a magical touch that resonates with the target customers. This concept is aligned with the topic of the importance of marketing since semiotics are an essential part of marketing, especially when building a brand. Chapter 13 states that the concept of semiotics has been influenced by online marketing. This concept is aligned with the fourth industrial revolution, which is a digital revolution powered through the Internet.
The concept of neophiliacs, as underscored in chapter 14, is aligned with cognitive businesses. Cognitive businesses seek to identify early adopters with a view of driving business growth. Chapter 14 advocates the need to identify the needs of different people, a concept aligned with the topic on the importance of marketing since appropriate marketing should target particular market segments. Chapter 14 also states that the perception of technology is different in different individuals. This view is aligned with the fourth industrial revolution since the adoption rates of the digital revolution vary across the population.
References
Godin, S. (2018). This Is Marketing: You Can’t Be Seen Until You Learn to See . Penguin Publishing Group.
