Customer Empathy First
Prioritise mission, anxieties, and ambitions of your audiences. Research beyond demographics to understand emotional cues and environmental influences.
Marketing principles
Foundations that anchor brand, demand, and loyalty in a fast-changing market.
Grounded in European standards and Irish nuance, these marketing principles help teams evaluate choices, align stakeholders, and create measurable momentum.
Essential tenets
Pillars that guide every marketing decision
These core marketing principles serve as a diagnostic lens and a creative spark. They empower Irish marketers to champion relevance, rigour, and responsibility.
Clarity of Positioning
Define what you stand for and how you differ. Ensure the value proposition is meaningful, defendable, and consistently articulated across all channels.
Evidence-Informed Creativity
Blend data insights with human imagination. Use analytics to frame hypotheses, then test creative hypotheses through iterative campaigns.
Segmentation, targeting, and resonance
Segment audiences using behavioural, attitudinal, and contextual cues rather than solely demographic filters. In Ireland, cultural heritage, seasonal patterns, and community networks often determine engagement.
When selecting target segments, align the opportunity size with organisational appetite and delivery capacity. Always craft distinctive messaging frameworks that resonate with your segment’s lived experience.
- Define segments with problem-lens mapping
- Set validation metrics for segment viability
- Create messaging houses to ensure consistency
Principles in action
Applying foundational thinking across the marketing mix
Use these prompts to ensure each strategic decision is anchored in the right marketing principles.
Value Proposition Integrity
Test every message against the promised outcome. Marketing education emphasises the need to prove value through evidence, testimonials, and transparent storytelling.
Channel Discipline
Choose channels that align with audience behaviour and brand experience. Balancing national media with community partnerships often creates sustainable visibility in Ireland.
Measurement Alignment
Set metrics early and involve stakeholders in defining success. Marketing principles are upheld when data translates into learning, not just reporting.
Ethical responsibility and inclusive practice
Responsible marketing respects privacy, cultural diversity, and the environment. Marsha EJLC emphasises transparent data practices, inclusive language, and accessibility as fundamental principles.
- Respect GDPR and ePrivacy across all data collection points
- Design content that reflects Ireland’s diverse communities
- Champion sustainability commitments to build trust