June 01

It’s always time for a new old school marketing model

As a marketing practitioner, I owe a great deal to all those who went before me and nailed their thoughts to the flagpole (cliche by design) at risk of getting shot down by the trolls. Those brave souls who made it through the process, end up with their name attached to a marketing model that remains relevant to this day.

This list of marketing models is gathered from the article, Marketing Models that have stood the test of time, on the relentless thought-leader and commentator, Dr Dave Chaffy’s SMART insights website:

1. McKinsey 7S model

2. The 7Ps of the Marketing Mix


4. The Ansoff Matrix

5. The BCG Matrix

6. Diffusion of Innovation


8. Porter’s Five Forces

9. Price-Quality-Strategy Model

10. Push and Pull Marketing

11. Product Lifecycle

12. RACE Planning

13. Segmentation, Targeting and Positioning (STP)


15. SWOT (TOWS) matrix

The list is by no means definitive, but any marketer worth their salt will have used one or more on a regular basis. Such is their timeless quality and unending utility.

Of all the models, it is SOSTAC, developed by my good friend and best selling author on the subject of marketing, P.R. Smith, and RACE, developed by my good friend and best selling author on the subject of marketing, (note the similarity) Dr Dave Chaffey, that have remained the most useful.

Whenever I work on teaching digital planning, I urge my students to read PR Smith’s books and visit Chaffey’s website (by the way he has a new personal site with some excellent content, including podcasts to go with his excellent books).

I then tell them how I have been planning and teaching marketing for the past 40-odd years. Based on my experience, I bring a little constructive detail into the mix that helps students develop actionable and accountable plans. See screenshot below.

The image above shows my long established way of working through the process for clients and professional marketers all over the world. Looking at identifying the key drivers and play in the digital planning process in particular, has encouraged us here at Jam to develop a new planning model. It is radically different from our old way of working. We hope it will add to the list of Models that stand the test of time.

We will be launching the new model later this year. As we speak, it is being test driven by complete beginners and the odd professional. We hope someone will be waxing lyrical about it in 40 years time. As with any model, its ability to provide structure and guidance regardless of context or circumstance, will be the true test.

Watch this space for updates.