The term “strategic” facing marketing management dealing with innovative marketing techniques is used to express “superiority and productivity” in an age in which competition and communications occur at the highest level of all known times. Apart from those who fight for survival in the last 10 years during which visual media has been enriched with digital outlook, newcomers in the market are also going after works that are more original and trendier yet still simple.

Parallel to the changes in business management, the mindset of “divide and conquer” of strategic marketing, which is a part of disciplines like strategic management and strategic planning, is moved one step further; just like WWWWW & H, the golden rule of news writing, what for, when, how, where, why and for who, marketing is given a more competent understanding by answering those questions systematically.

In a world of most-talked-about, most-watched, most-consumed, the prerequisite for surviving and standing in such fast movement is to use tools that can “hear and analyze”. In a nutshell, marketing world is forced to incorporate software technologies and big data in such a scale that it has never been before.

In consumption history, customers who have faced first companies saying that “I made it, just buy it; no other alternatives anyway”, then those claiming that “I am the best among all the alternatives for you” have had the chance to experience the phenomenon of Steve Jobs and Apple whose groundbreaking approach stated that “You may not notice it yet I did it for you”, in marketing adventure.

Innovative people who are searching for new tastes in the kitchen of production including Steve Jobs in fact have focused on basic consumer habits and moved their efforts to be different from others to the first stage, “self-discovery”. They have got the essential tools and software for the discovery. Through this, they have managed vast business logic behind a simple innovative product launched in the market; all the strategies have been built over integrity of systems. In all the calculations, a true analysis phase has been managed from expectations that consumers are not aware of to gossips that consumers spread and from the investment plans of a corporation to product profit targets and even to the reaction predictions and simulations of the market. And not finished yet…

In this approach, while being a company with ears, eyes and feelings has become a necessity, the most successful ones have come from those who have brain and analyze and process the data correctly. It is even possible to use a rather mystical language by saying that the most prominent brands are those who started using their third eye.

The third eye effect

On the way towards a third eye understanding and a superior success in marketing, a company’s perceptions must be wide open while it must be within the maximum perception level which is in way can be described as a meditation of a team “serenity” in order to have a collective motivation…the secrets of the most famous brands of recent times come from this common “awareness”. This highest level awareness brings the understanding and action speed while providing a wiser look for the company suggesting that they know what to and when to talk.

The real question is how this meditative situation can be maintained. At this precise moment, time and conditions points at a kind of “systematic concentration” that forces a new kind of perception onto creative and innovative marketers: “the power of software technologies & information systems”.

As Dharmesh Shah, the founder of Hubspot that develops a prominent marketing platform and a software technology by focusing on emerging trends in marketing world, states, the best companies of the world use creativity and rationality together to solve people’s problems, to increase their life quality and add value. Being the founder of Hubspot, the second fastest growing software company in America that is only used and consumed by marketing professional at first, Dharmesh Shah adds that he is a fan of logic and data driven decisions. Through Hubspot Inbound Marketing software, the company provides a system to marketing industry that has easy-to-use applications ranging from social media to SEO and from web site automation to analysis.

Another indication of the growing demand and interest for a software in the marketing sector is Marketo that plays a pioneering role to present a platform that can be integrated in marketing world, similar to SAP and Oracle leading ERP systems. With its 58,4 million dollars turnover in 2012, it appeared on NASDAQ and added an improved PR solution to its marketing solutions.

Moreover, parallel to the developments in software technologies, all these tools are moved to “cloud”. Through Vocus, the leading cloud based marketing software, the company has reached $170,8 million turnover with 50% annual growth rate.

In a world while marketers have such a high demand for marketing software, conventional channels are replaced by digital ones, and consumers simplify their buying habits by comfortable shopping at home through the net; it can be said that, doing marketing through conventional methods only, is now impossible.

To sum up:

To catch up with the ever changing trends and dynamics, to hear, interpret and take an action on the market and consumers, it is a precondition for a marketing professional to learn and understand software rationale as well as to know and use them. It is now high time that information technologies, marketing softwares, CRM softwares, database applications, mobile computing, cloud computing and business intelligence trainings (lectures) enter the colorful classrooms of branches like advertising, PR, communications, and marketing where a great deal of creative workshops of academic life exist and perception management is taught.


Philip Kotler, Marketing Management: Analysis, Planning and Control (Englewood Cliffs, N.J., Prentice-Hall, 1967).

iSteve: The Book of Jobs (Walter Isaacson, Biography, 2011)