How We Created a Winning Digital Marketing Methodology

The following is a true story, only names have been changed. In the bustling offices of TechGear, a smartwatch producer with products in stores worldwide, an alarming downward sales trend triggered a whirlwind of activity. The management team, concerned about the downturn, identified what they believed to be a lackluster customer service experience as the root cause. 

They invested heavily in a state-of-the-art customer support center, implementing the latest technologies and training support teams to provide unparalleled service. However, as the quarter progressed, sales continued to drop. The TechGear leadership team needed to do something to turn the business around. 

The 98 Marketing team was brought in to assist. After applying its Type III Business Methodology, it identified the root causes of the performance issue. 

TechGear were focusing on the wrong messages to the wrong audiences, misusing their marketing channels, and many potential buyers were not even aware of the capabilities that set their products apart. 

With 98 Marketing, a new strategy was built and implemented. It leveraged influencer partnerships, interactive social media campaigns, value-adding downloadables, and enhanced SEO strategies to showcase the TechGear magic. 

As these marketing efforts gained traction, TechGear experienced a dramatic surge in online engagement and sales, boasting an unprecedented 40% increase over the previous quarter – a testament to effectiveness of their revamped marketing initiatives.

This is a classic example of a Type III error. A Type III error occurs when the right answer to the wrong question is found, leading to solutions that do not address the actual problem. In our experience, solving this challenge is the key to unlocking long-term exceptional performance. 

After working with thousands of leading clients around the world, across multiple verticals, we’ve developed a powerful methodology called the Type III Business System.

This methodology is shared with our clients, and collaboratively, leveraging this advanced System, we craft the strategy and tactics that are virtually guaranteed to bring marketing success. Clients fill out a short questionnaire, and using proprietary technology, this is translated into a powerful marketing plan. We then execute this plan, including social media posts, blogs and other content, SEO-focused updates, email newsletters, monthly campaigns and more – each according to the client’s budget and goals. 

What is the Type III Business System, and how can it be applied to your organization?

To achieve success consistently, it’s crucial to have a system in place that has been built and refined to deliver results. For example, McKinsey utilizes the Problem-Solving Process; Bain & Co. have built the “Bain Inspirational Leadership System,” and BCG make use of “The Strategy Palette” among other tools. 

Our Type III Business System focuses on understanding the subconscious needs of the target audience, and builds out a practical approach from this strong foundation. 

It Starts With The Problem

“If I had one hour to save the world, I would spend fifty-five minutes defining the problem and only five minutes finding the solution.”

Albert Einstein

Consider the following examples:

In Medicine: If a patient presents with symptoms like fatigue and weight loss, and a doctor prematurely diagnoses and treats for depression without further investigation, they might miss an underlying physical health issue such as thyroid disorder or cancer. 

In Science: In environmental science, a decline in a fish population might be attributed to overfishing and lead to regulations limiting fishing activities. If the actual cause is pollution or habitat destruction, then even with reduced fishing, the fish population may not recover because the real problem wasn’t addressed.

In Economics: A notable example of a Type III error could be seen during the European sovereign debt crisis. Initially, some policymakers diagnosed the crisis as solely a problem of fiscal irresponsibility. As a result, austerity measures were implemented in countries like Greece and Spain to reduce budget deficits. However, this diagnosis failed to address the underlying issues of economic growth and competitiveness. The austerity measures led to deeper recessions without solving the root causes of the debt crisis, demonstrating a classic Type III error where the right measures (fiscal consolidation) were applied to an inaccurately diagnosed problem (fiscal irresponsibility instead of structural economic issues).

These examples of Type III errors highlight the value of correctly addressing the problem – without this crucial step, everything that is done subsequently is for nought.  

The Summit and the Backpack

The Type III Business System starts with the “Summit and Backpack” model. It walks the client through where their target audience deeply (and often subconsciously) wants to be (the Summit) – and then through what’s holding them back from achieving this (the heavy Backpack).

The Methodology then: 

  • Delves into the psyche of the target audience
  • Matches the unique offering to the underlying desires of the target audience
  • Extracts the key messages to be used in all campaigns
  • Creates a Customer Value Proposition that is so compelling, even a complete stranger won’t be able to say “No”
  • Matches these elements to the correct digital channels to drive results

While the underlying methodology is complex, the top-line inputs and results are not. That’s the beauty of this system, and why it works, consistently, across industries and company sizes. 

Try It Today

Interested in trying this out for your organization? 

We’re so confident that this methodology will deliver results, we guarantee: sign up for 2 months; if you don’t see results, you get your money back, no questions asked.

Schedule your call with the 98 Marketing team today. 

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