Summary of Marketing Innovation: How to Improve Marketing ROI by Michael Fleischner

There are several marketing tools that should be known to generate attention to increase market apportion. Instead of traditional AIDA model and the 4 P’s (product, place, price, promotion), marketers need more to be successful in competitive environment.
This article is mainly about a marketing methodology which includes innovation, quantification, orchestration and documentation. Also, this methodology is used by well-known brands like McDonalds to get marketing successes.
Innovation:
Innovation is important to attract consumer with new and different product format. This is crucial because people want to see improvement to meet their unfulfilled requirements. New and different things always attract people with the right usage.
The example of innovation in a sales/marketing sense gives you the ability to try something new. This ‘something’ can take a variety of different formats, but most importantly it is something that can move you towards a greater ROI.
Quantification:
When innovation is applied with various types like product sampled, research conducted, value proportion delivered, it should be measured to be more effective with marketing.
The most successful marketing programs are always working to improve their return on investment (ROI). The key is to measure each independent element that could possibly influence your result.
Orchestration:
After trying something innovative, and measuring the result, you now know what works and what doesn’t. The key is to keep innovating in small ways, continually testing and evaluating the results. Once you have your successes identified, you need to roll them out in a systemic fashion.
Also, improving the processes of orchestration is extremely crucial. Moreover, the faster implementation of innovation across to business gives much better results.
Documentation:
Documentation doesn’t mean creating reams of manuals that are esoteric or difficult to navigate. Rather, documentation is the development of a guide, procedure, or system that allows consistent implementation of the innovations you develop. It is important to explain employees the way of doing business with easily understandable format with documentation. Good documentation has benefits like explaining marketing goals and other businesses with sharing this with everyone in the same firm.
In conclusion, this methodology could be used to enhance the marketing program. This process will ensure constant growth and improvement in your marketing results.


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