Asset led marketing is the term that is used in the context of marketing. There are many different ways to market your business. Some businesses choose to focus on lead generation, while others focus on brand awareness. However, there is another approach that the company may not have considered and that is called asset led marketing. Asset led marketing refers to that marketing strategy in which the company tends to focus on its core strength or asset and do marketing on the strength of that asset. In simple words, the focus of asset led marketing is internal that is on the core assets of the company and not external that is customer needs or competitor’s actions. In order to get a better idea about this concept, one should look at some of the advantages and disadvantages of asset led marketing –
Advantages of Asset Led Marketing
Internal Focus
The first and foremost advantage of asset led marketing is that its focus is internal implying that the whole marketing strategy revolves around the core asset or core strength of the company and since the focus is internal the company is fully aware of its strengths and weakness which in turn helps the company in making a proper marketing strategy which is not the case with other marketing strategies where the company is dependent on external factors like consumer needs, competitors actions, government policies and so on.
Asset Led Marketing helps Build Brand Awareness
Another advantage of asset led marketing is that it can help the company to build brand awareness. In the case of asset led marketing the entire focus is on the core asset of the company and the company market its products according to that only which in turn leads to customers knowing the company from that asset and not vice versa. In simple words due to asset led marketing brand awareness is created in the minds of the customers which can go a long way in helping the company succeeding in the long run. Hence for example Apple Company is known for iPod and iPhone or Google is known for its search although these companies have many other products.
Clarity about Marketing
Finally, asset led marketing is something that provides clarity about the marketing strategies and marketing plan which company needs to follow in order to be successful because once the marketing managers know that their marketing strategy should revolve around the core asset of the company then they will devise their marketing strategy accordingly without worrying about market trends, competitors reaction or any other factor.
Disadvantages of Asset Led Marketing
Time Consuming Process
One of the biggest disadvantages of asset led marketing is that it can be very time-consuming because if the company is not careful then it can easily spend more time on marketing than doing actual business. This is because asset led marketing requires a lot of planning and research. The company needs to know what assets it has, how they can be used to market the company’s business, and how to create a marketing plan that will work for the company’s business.
Expensive and Measurement of Success
Another limitation of asset led marketing is that it can be difficult to measure success. It can be hard to track the sales which happened due to the marketing efforts of the company. This can make it difficult to determine whether or not the company’s marketing is effective and whether or not a company should continue investing in it. Besides another problem with asset led marketing is that it can be expensive. If the company is not careful then it can easily spend more money on marketing resulting in the budget of marketing overshooting the actual sales of the company. This is because asset led marketing requires a lot of investment as the company needs to invest in assets, marketing materials, and advertising.
Asset Led Marketing is not Suitable for All
Another problem with asset led marketing is that it is not suitable for all companies as not all companies have strong assets or core strengths and hence this type of marketing cannot be generalized or has limited usability when one compares it with other marketing strategies or methods.
As one can see from the above that asset lead marketing has pros as well as cons and that is the reason why any company thinking of adopting this marketing strategy should carefully read the above points and then only should take any decision.