INSIGHT
THE 22
IMMUTABLE
LAWS OF
MARKETING
In the first instalment of a comprehensive new series, Nick Garner looks at
the high-level laws that govern marketing success and how they apply
to the igaming industry. Here he introduces the theory behind
Ries and Trout’s seminal work
THE 22 IMMUTABLE LAWS OF
MARKETING was written by Al Ries
and Jack Trout in 1994 and has
become one of those long-burner cult
marketing books that continues to be
relevant decades after it was written.
I first heard about the book via
Tim Ferris, the San Francisco-based
investor and author. “The whole time
I was reading The 22 Immutable Laws
of Marketing,” Ferris said, “I was
thinking that this is a book that should
be easily accessible on every business
person’s desk. I plan to keep it nearby
as a reference tool and a way to think
about my and other businesses. The
22 laws can be taken in seclusion
but have much more power when
considered together. I found myself
arguing with the authors about one
particular law only to have the next
law address my point of contention.”
Once I read the book, a light went
on in my head because so many big
ideas with marketing strategy just
came together. Today I’m able to look
at any marketing strategy situation
and apply at least one or more of these
immutable laws of marketing to make
sense of what’s going on.
If you think of the laws of
marketing almost like laws of physics,
you will be in the right place. For
example, we know that gravity
is a force that pulls you towards
“If you think of the
laws of marketing
almost like laws
within physics,
you will be in the
right place”
something. Equally, these marketing
laws are sacrosanct so you can have
just as much confidence in them.
The laws and igaming
Having been in the igaming industry
for a very long time, I’ve seen brands
come and go. In the past I could
never really understand the high-level
strategic reasons for their success
or failure.
Generally success or failure begins
with some very simple decisions
around the market segment these
businesses are going to tackle. Then,
over time, things get more complex as
the specifics of any enterprise develop.
For example, somebody comes up
with an idea for setting up a new
online casino. The first big decision
is about which market segment are
they going to go for. Who are their
iGB Affiliate Issue 71 OCT/NOV 2018
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