There were over 5.5 million businesses in the UK in 2017, the highest number since records began, as 650,000 new businesses were started in 2016. This saturated marketplace means that businesses must focus on relevance and building an audience in order to stand out from competitors. The document provides advice on marketing in today's business environment, including consistency, responsibility, defining one's audience, having a unique message, and focusing on value rather than just product benefits in order to engage customers and grow.

1. WHAT HAS HAPPENED IN
THE BIG WIDE WORLD
IN 12 MONTHS & HOW
THIS RELATES TO YOUR
BUSINESS

2. WHERE HAVE WE
COME FROM?

3. SOME CONTEXT
There are 5.5 million private sector businesses in the UK, the
highest since estimates began in 2000.
Business Population Estimates (BPE)
There were 650,000 new businesses in 2016.
Start-Up Britain

4. HOW DOES THIS AFFECT YOU?
We are overfilled in spaces with many
companies doing the same thing, to capture
attention. In a saturated marketplace, if you
are not relevant, you become noise.

6. IN A NUTSHELL: IT IS ANYTHING THAT GROWS YOUR
AUDIENCE & GETS, OR KEEPS, CUSTOMERS.
LETS GIVE SOME CONTEXT
ABOUT MARKETING TODAY.

7. MARCH
Consistency & Having
Responsibility

8. APRIL
No Connection,
We Turn Our Backs

9. MAY
An Interest In A
Community,
Creates Action

10. JUNE
You Can Either Grow A Known
Audience, Or Have No Audience

11. Joining It
Up, So
People
Want To
Join In
McKinsey Quarterly, July 2017
JULY

12. Chasing Volume Is Not The Right Path
AUGUST

13. SEPTEMBER

14. OCTOBER You Can Invest In
An Audience, Or Be
Devoid Of Any
Sense Of Relevance

15. NOVEMBER
The Simplicity Of
Message

16. DECEMBER
Accepting
Responsibility
For Others

17. JANUARY Trust Has Hit
Rock Bottom

18. FEBRUARY
Be Your Own
Blockbuster

19. LETS ROUND UP
- can you build, with a responsibility for others?
- can you define who your audience is?
- do you have a point of view where you don't sound the
same as everyone else?
- can you do it consistently?
- can you come from a place of value, not slip back into
product benefits?
- can you truly own the spaces that are yours?

20. Get all this in your
in-box every
Thursday.
bit.ly/mediathurs
Twitter/Instagram:
markiemasters
mark@theidgroup.co.uk
theidgroup.co.uk

21. youarethemedia.co.uk
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