SIVA of Marketing Strategy Solution + Information + Value + Access     Don't be a seller, be a helper. Don't sell products, offer solutions. VadiK Inventor Author Founder   In the consumer-driven approach, consumer wants and deep motivators are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research, experimental beta testing, or test marketing.   Slides   Marketing Rainbow   Notes     "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." ~ Leo Burnett       Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.   3 Generic Business and Marketing Strategies Core Marketing Message Marketing Mix Be a Helper     A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus.     The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management. Product → Solution Promotion → Information Price → Value Placement → Access   Competitive Differentiation Positioning Marketing Mix Sell Dreams and Emotional Benefits Sell Solutions   Artificial Intelligence (AI) transformed the digital marketing industry radically. If you're using marketing strategies from the pre-AI-age, you're most likely lighting money on fire. VadiK Inventor Author Founder     AImpowerment AI-assisted Marketing Humans vs. AI: SCA Human-AI Synergy AI Predictions AI Optimization (AIO) Definition and Benefits of AI Optimization (AIO) KoRe Examples of AI Optimization   Slides   Digital Marketing   Notes