What are principles of Lean Marketing?
Jan. 29, 2019, 2:27 p.m.
What has changed in marketing over the past five years? It seems, literally everything: the struggle for conversion has tightened, the rates in the context are growing, the situation in the channels of attraction is constantly changing, the tools for the marketer are complex and there are a lot of them, the customer is demanding, changes the Wishlist and are always there. As a result, the timing and results are increasingly unpredictable.
Lean Marketing is one of the newer concepts of marketing activities. It appeared recently on the occasion of Eric Ries' book The Lean Startup. He gained the most popularity in the start-up environment. This is due to the specificity of their operation - or more precisely - the need to quickly enter the market with the product.
Marketing activities here are conducted in a similar way - we reach potential customers and people who may be interested in our solution. Usually, this is done using new media - mainly in the network and with a small financial outlay. As the name suggests - "lean" means literally "thin". In this case, thin marketing is simply low-budget marketing. Low-budget does not mean anything bad in this case, just the opposite. It is extremely difficult to reach exactly where we want and where our customers are at the lowest cost.
The main assumptions of Lean Marketing:
- fast development,
- focus on the goal
- prioritization of activities - a specifically agreed schedule,
- maximizing efficiency while minimizing time and money,
- gathering feedback among testers and users,
- modernity and full transparency of activities,
- continuous testing of the beta version of the product until the final form.
Lean Marketing is a perfect solution that avoids large advertising costs when the final version of a given service or product is not ready yet. However, each conducted campaign should be treated as a way to improve the operation of the product itself and its development along with newer functionalities. Such an approach is not reserved exclusively for start - ups and can be successfully implemented by smaller enterprises.