1. Undifferentiated Marketing
1. The rationale of undifferentiated marketing is the economy of cost. It treats all parts of the market equally, launches a single product to meet the needs of buying groups through the common points of people’s needs, and regards the market as a whole , so that consumers have a common demand for products, through the public distribution channels, a large number of advertising media, to establish a product image in the minds of consumers.
2. It is rare for a product to be accepted by everyone for a long time, and companies that adopt this strategy generally develop a single product and marketing plan for the largest market segment, which is easy to cause excessive competition in this field. Smaller market segments are neglected, resulting in lost opportunities for companies. Intense competition has kept the profitability of the largest segment lower than that of other smaller segments. At this point, will prompt companies to fully appreciate the potential of smaller segments.
2. Differentiated Marketing
1. Differential marketing When adopting this strategy, the enterprise recognizes the differences between different market segments, designs different products and marketing plans according to the characteristics of each market segment, and takes advantage of the differences between products and marketing to occupy every market. A segmented market can obtain large sales volume. Since differentiated marketing meets the needs of each customer group, it can improve customers’ trust in products and purchase frequency.
2. Under the differentiated market strategy, the company meets the needs of consumers in different markets with multiple products, multiple channels and multiple promotion methods. It enhances the company’s position in these market segments and customers’ recognition of such products. In recent years, due to the increasing number of competitors in the big market, some foreign enterprises with a small scale are increasingly implementing differentiated market strategies.
3. Intensive Marketing
1. Intensive marketing companies face market segments and hope to cover most and all of the markets as much as possible. If the resources of the enterprise are limited, too high hopes will become unrealistic fantasies. Entrepreneurs concentrate on winning one or a few market segments, and no longer disperse limited human, financial and material resources in all markets. Having a high market share in some markets is far better than gaining a negligible share in all markets. It can save marketing expenses, increase profits, improve the visibility of companies and products, and rapidly expand the market.
2. Intensive market strategy selects one or a few sub-markets as the target, so enterprises can focus on using a marketing method to serve the market. Enterprises often gain a more favourable position and exceptional reputation in the target market. In addition, as a result of the specialization of operations in the production and marketing process, product design, technology, packaging, trademarks, etc. are improving, and the marketing efficiency is greatly improved.
3. The intensive market strategy has greater risks, because the future and destiny of the company are all tied to a segmented market. If a specific target market encounters a bad situation, the company will be greatly affected. Sometimes strong competitors will be attracted to enter the same target market, which will cause a big change in the marketing situation. Under the condition that the growth of total demand is unchanged or not fast, the profit of the original enterprise will be greatly reduced. Therefore, while adopting intensive market strategies, most companies are still willing to partially adopt differentiated market strategies and disperse their targets in several market segments to gain room for manoeuvre.
Marketing is the social and managerial process by which individuals and groups get what they want by creating and exchanging products and values freely with others. The ultimate goal of marketing is to satisfy needs and desires. Marketing is the social and managerial process by which individuals and groups get what they want by creating products and values, freely exchanging them with others. The ultimate goal of marketing is to satisfy needs and desires.
If a company wants to achieve successful development, it needs to work hard to increase its market share, and to increase its market share. It must adopt a sound marketing strategy. Below we have compiled ten effective marketing strategies for you, hoping to give everyone some help and reference.
1. Price-appropriate strategy:
Price positioning is also an important factor affecting the success or failure of marketing. For Chinese consumers who are realistic and honest, the price level directly influences their purchasing behaviour. The so-called suitable for the public, firstly, the price of the product must be recognized by the consumer groups targeted by the product; secondly, the value of the product must be comparable to the cost of many products of the same type; thirdly, after the sales price is determined, the profit margin should be consistent with the operation. Many operators of similar products are quite similar.
2. Efficacy priority strategy:
In the purchasing motives of Chinese people, the reason for practicality is listed in the first place. For any marketing to be successful, the first and foremost thing is to have a product that works well. Therefore, the first strategy of marketing is the efficacy-first strategy. That is, the efficacy of the product should be regarded as the first factor affecting the marketing effect, and the quality and efficacy of the product should be prioritized.
3. Brand promotion strategy:
The so-called brand promotion strategy is to improve and enhance the various elements that affect the brand, through multiple forms of publicity, to enhance the brand awareness and reputation strategy. Brand promotion requires both quantity and quality. Seeking amount, that is, continuously expanding the popularity and seeking quality, that is, constantly improving the reputation.
Fourth, the stimulus source strategy:
The so-called stimulation source strategy is to regard consumers as the source of marketing. Through marketing activities, constantly stimulate consumers’ purchasing needs and desires, and achieve the process of serving consumers to the greatest extent.
Fifth, the strategy of speaking out:
Appearance strategy is to use the fact that real people use a certain product to produce good results as a case, spread it to other consumers through publicity means, and achieve a strategy to stimulate consumers’ desire to buy. Appearance strategies are usually used in tabloids, promotional campaigns, case TV specials, etc.
6. Media mix strategy:
The media combination strategy is to use various advertising media to promote the brand in an appropriate proportion and rationally, to stimulate consumers’ desire to buy, and to establish and enhance the brand image.
Seven, terminal packaging strategy:
The so-called terminal packaging is to carry out various forms of publicity where the direct transaction with consumers is carried out according to the performance and efficacy of the product. The main forms of terminal packaging: one is to post a poster introducing the product or brand at the terminal; the other is to pull up a banner at the airport to promote the efficacy of the product; the third is to hang a storefront sign or door light box, billboard with a brand mark on the airport The fourth is to communicate emotionally with the terminal salesperson, influence the salesperson, and improve the salesperson’s recommendation for product promotion and introduction. The survey shows that 20% of health care product buyers want to seek advice from salespersons.
Eight, dynamic marketing strategy:
The so-called dynamic marketing strategy is to constantly adjust marketing ideas and improve marketing measures according to changes in various elements in the market, so that marketing activities can dynamically adapt to market changes. The core of dynamic marketing strategy is to grasp the differences of different factors in the market, and to grasp the differences of multiple factors. It is necessary to conduct research.
Nine, network organization strategy:
The best way to organize a moderate-scale and stable marketing team is to establish a marketing network. The network organization strategy is to establish a regular and orderly marketing organization at all levels with mutual support and coordination according to the regional scope of marketing.
10. Single appeal strategy:
The single appeal strategy is to select the right consumer groups according to the efficacy characteristics of the product, and accurately put forward the appeal points that can best reflect the efficacy of the product and satisfy consumers.
Marketing strategy case: Starbucks
The American coffee chain Starbucks (Starbucks) was established in 1971 and is headquartered in Seattle, Washington, USA. It is also the largest coffee chain in the world. Among students and urban white-collar workers in the United States and Canada, Starbucks is one of the popular pronouns. In addition to selling coffee, Starbucks also provides tea, cakes and other commodities. Some Starbucks stores even have different businesses such as supermarkets and bookstores. Ally and find a place to open in its cooperative store. The standard of Starbucks service is: after each customer orders the meal, it is made on the spot and served to the customer immediately. Providing an espresso with a thick texture, a unique taste and an aromatic smell is Starbucks’ signature weapon. However, the success of Starbucks is to innovate in the ordinary – in a consistent service atmosphere, to provide products and services tailored to local conditions, For example: limited local taste, mugs, etc. In recent years, efforts and achievements have been made in many aspects such as green environmental protection and fair trade. More and more people can be seen on the streets of Taiwan, each handing a cup of Starbucks coffee, and many people regard the Starbucks coffee store as the best place to spend time or read. In this era of economic downturn, even though Starbucks is not cheap, it is their first choice! It means that in the hearts of some people, Starbucks has successfully occupied a certain position, from brand, service, atmosphere to fit consumption Consumers like it. Starbucks knows that they have “no high technology, no patents.” Therefore, active development and implementation of “success are entirely based on the relationship between employees and the company,” creating the characteristics of Starbucks, and building a reputation among consumers to make it shine. eye brand. It emphasizes humanistic characteristics and insists on the quality of coffee, provides consumers with the best coffee products and the most comfortable consumption places, and provides a beautiful environment with unique space design concepts. As of January 2014, it has successfully opened more than There are 300 Starbucks stores, and they are highly trusted by Taiwanese consumers. How do they do it? Here we will discuss the success of Starbucks brand marketing. Starbucks is not without reason for its brand marketing success. In the face of the huge coffee market and many coffee brands, Starbucks continues to launch products that can move people’s hearts, bringing consumers a deep impression and emotional value. Starbucks believes that the strategy of building good relationships with employees cultivates loyalty. employees, they also serve highly loyal customers, so the brand can continue. Even though Starbucks has a large source of customers, it still feels pressure, and it is constantly innovating its product marketing. Although today’s people are more willing to consume food, there are still many people who are not picky about coffee (quality). Therefore, facing the possibility of losing a certain part of the consumer group, it opened the market with the positioning of not selling coffee. It also launched package plans or other plans to enhance added value, strengthening every interaction between employees and consumers. The atmosphere deepened its influence by being close to more consumer groups. Under a careful marketing strategy, Starbucks established its world coffee dynasty. How does Starbucks establish an inseparable relationship with customers? No matter which market Starbucks enters, it does not vigorously advertise in the media. Starbucks’ strategy is to give all advertising fees to employees and consumers. It relies on winning over employees to do marketing. How does Starbucks implement it? Marketing 4Ps refer to Product, Price, Place, and Promotion. Its related practices are: Product Starbucks emphasizes not only selling coffee, but also including The atmosphere of Starbucks provides elegant jazz music, pleasing and unified pictures, comfortable sofas, strong local culture, and American style, which makes Starbucks consumers wander. The product connotation includes 1. Core (interest) product: coffee. Starbucks provides consumers with mellow and rich coffee that relieves tension in their busy lives. 2. Basic products: creative coffee products based on coffee, seasonal or in line with consumer needs. 3. Desired products: Starbucks provides consumers with a coffee aroma, a comfortable environment, and various coffee product combinations or preferential choices. 4. Additional (potential) products: The store will hold lecture tours, experience sharing activities and increase the supply of light food from time to time. Price (Price) Starbucks advertises “leisure life,” selling more than just a cup of high-quality coffee, and providing a place for busy modern people to relax. Therefore, Starbucks’ products will be priced higher, with coffee as the main product and West Point as a supplement, and unified procurement and logistics in Taiwan and abroad by the Uni-President Group, stabilizing the purchase price and increasing profits. Starbucks does not fight for discounts, but to establish a good relationship with customers, promote the accompanying card and related experience sharing, it has established a clear spirit of sharing in price strategy. Pipeline (Place) Starbucks has 300 stores in Taiwan. Starbucks stores are located in department stores, subway stations and train stations. Starbucks opens stores in places where it is easier to see and buy. According to Starbucks’ four design style elements: soil ( Planting), fire (baking), water (filter), and air (aroma), four different design styles have been developed, so that Starbucks’ identification image and consumption experience in various marketing channels can achieve considerable recognition and customer imagery. , coupled with the careful evaluation of the site conditions of the exhibition store, etc., under the proper arrangement of the special sales channel, the annual revenue of Starbucks in 2012 has increased to NT$5.952 billion, a new record high. Promotion (Promotion) Starbucks products are regularly designed to launch promotional plans with festival activities to increase purchases and sales. Festivals such as Christmas coffee, Ibon invites you to drink coffee, store activities: a fun summer with friends, coffee friends sharing day, etc. Buy one get one free at Starbucks. In addition, Starbucks has also made good use of the Internet and smart handheld devices such as mobile apps and Line to drive relevant sharing and transmission benefits. With little publicity expenses, it has received a very enthusiastic response. Its case is a model for emerging media operations. In the service industry, Starbucks does not deal with related marketing methods like ordinary companies. It does not force publicity, nor does it take the low-price route. Instead, it pays attention to the interaction between Starbucks employees and consumers, and emphasizes the concept of sharing (such as buy one get one free). One or share coffee), and let all employees of the company move to establish the characteristics and atmosphere of Starbucks, to create the desired performance. At the same time, Starbucks has established precise standardized management, so that everything has a standard, through professional management, in-depth service, so that Starbucks consumers can experience different cultural tastes and unique cultural environments. Even though Starbucks has opened 300 stores in Taiwan, Starbucks still tries to tell everyone that each store has its own story for consumers, and invites consumers to celebrate together to give back to consumption and buy one get one free to celebrate and promote. The same effect is achieved by word-of-mouth marketing without publicity. Special promotions such as this not only make guests happy, but also can attract more consumers through sharing and achieve the effect of substantial promotion. In addition, to fulfill its responsibilities as a social enterprise, Starbucks has also cooperated with World Vision Taiwan, for example, to carry out public welfare marketing “Children’s Education and Care Activity.” In December 1999, it first went to Renai Township, Xinyi Township and Taichung in Nantou County. Indigenous tribes such as Heping District raised funds for education and care, cared for the local Bunun children who were affected by the 9/21 disaster, and launched the “One penny, rebuilding a smile of a Bunun child” Aboriginal children’s education and care activities began, and continued to focus on specific ethnic groups. Assist the children of this ethnic group in building a home of hope and enrich their lives, to help them renew their hope for the future. Now, Starbucks has become the main brand in Taiwan’s coffee market. “Starbucks” is not only a guarantee of quality, regardless of caring for the disadvantaged, sticking to the responsibilities of the brand and coffee suppliers, emphasizing quality and consumer integrity. In Taiwan, public welfare, literature and art Activities promotion, conservation and environmental protection, etc., have a considerable degree of positive contribution and assume corporate social responsibility. They also set a good example for backward enterprises.
Launching a marketing campaign is one of the most exciting experiences an entrepreneur will have. Whether it’s your first or your 50th startup…it’s always an exhilarating experience. However, when launching a campaign, entrepreneurs and brand managers often make many mistakes when launching and measuring marketing campaigns.
Questions like “How much should we spend on advertising?” and “Should we dedicate all our budget to digital marketing only?” or “Should we buy OOH as well?” will be during the initial marketing meeting appear.
While these questions are inevitable for most marketers organizing campaigns, there are four common marketing mistakes that too many brands make when launching campaigns. These missteps have prevented many brands from standing out as quickly as possible. They also caused the deaths of countless others. These are the four fatal mistakes that ruin marketing campaigns.
Failure to associate brand names with categories
How many times have you seen or heard an ad for a brand, but at the end of the ad you don’t know which category the product or service falls into? This is a huge mistake for any marketing campaign because it confuses consumers. After all,at best they will remember your brand name…but they won’t realize how it makes their lives different better. That’s why it’s essential to associate your brand with a category in every expression of your campaign.
Even if your brand is the best of its kind, you must emphasize the category in every touchpoint of your marketing campaign to generate brand recall when potential consumers want your product or service. The goal of every marketing campaign, whether it’s a direct response or a PR campaign – is to increase brand awareness.
You always want your audience to know who you are and which category your product or service falls into in all marketing materials. If consumers can’t identify their type, they can’t understand how your product or service will benefit them.
Emphasize vanity metrics
How many likes did your last tweet get? How many new followers did your previous social media ad get? How many comments have you received? If your answers to these questions are crystal clear, or if you’ve prioritized them – you might be emphasizing what marketers call “vanity metrics.”
Vanity metrics are metrics that have no real impact on your business growth or your company’s bottom line. They’re just “cool” things you can mention to friends and team members when talking about your brand. There’s nothing wrong with vanity metrics (and let’s be honest, we’re all a little vanity, right?), but emphasizing them, or even worse – setting them as goals, is a surefire way to spend precious marketing resources on ineffective plans.
No A/B testing
A key part of any marketing campaign is measuring each iteration of an ad. The best way to find out what works and what doesn’t, while giving your campaign a better chance of success, is to do A/B or split testing.
A/B testing is very easy to perform. The best way to describe an A/B testing example is to think of an email campaign with two different subject lines that you’ll be running simultaneously — but for different audiences.
If a subject line (A) has an 85% open rate and a subject line (B) only has a 15% open rate, it would be better to continue the activity with the subject line (A) and stop the subject line (B), replacing it at the same time Create another subject line that will perform better for your audience.
Failure to perform A/B testing is not a way to optimize your campaign.
Not choosing the right audience
Note that I said audience and not customers. Until someone buys your product or service, they are not your customer. The advantage of this is that they can become customers especially if you narrow down your target audience by focusing on those who are most interested in what you have to offer.
Knowing who, where and how to communicate with your audience is the most important part of a successful marketing campaign. For example, there is a story where two college students, opera singers at a local university, performed street performances in different places to earn extra money. They are both great singers, playing beautiful classical music. However, given their busy college schedules, the pair can only perform for two hours one night a week.
The only real difference between these opera singers is where they choose to perform.
If you guessed the opera singer performing in front of the museum, you guessed it right. That’s because she knows her target audience is the same as most people who visit an art museum.
From a psychological standpoint, they also tend to appreciate classical music and don’t mind paying the price for their appreciation of art. So while the singer performing at the airport had a much larger audience, her audience was people in a hurry at the time (many of whom were angry and in a bad mood because of the travel process).
in conclusion
Selecting the right audience for your brand and providing them with quality and value is critical to a marketing campaign. For a startup marketing manager, your campaign budget may not be as high as your competitors. So (to quote the poet Todd Shaw) you have to “get where you fit.”
To optimize your campaign budget, you should get your branding project in front of the people who will appreciate it the most. As a CEO or brand manager, consider yourself a great singer and your brand is music.
Why not play your wonderful music in front of a small group of people who appreciate your art and are willing to pay you to experience it? Instead of performing at a busy airport full of people who don’t want to listen.
How to be a marketer who thinks strategically is one of the biggest challenges a new marketer will face, and a good solution is to keep the right mindset.
Marketing is highly tactical. There are countless ways we can engage your audience.
Unfortunately, most tactics are done in a vacuum without taking any real situation into account.
Even they can be counterproductive, leading to fewer outcomes and fewer rewards.
In the B2B space, only about one-third of marketers have a clear strategy to drive their business.
That’s why more than half of companies struggle to develop marketing campaigns that attract audiences and generate solid returns. These diminishing returns often drive marketers back to traditional channels such as banner ads.
But even display advertising without a strategy won’t necessarily deliver the results you want.
To get the best results, you need to take a proactive and strategic approach to your marketing. The points below will teach you how to start thinking like a strategic marketer.
The urgency of catching up
If you’ve been in passive mode, putting out fires and responding to emergencies, your resources will always be used. You will never have the opportunity to plan
or develop research-based activities.
I often hear brands suddenly realizing that a holiday or promotional opportunity is “quietly coming.” “They hurriedly put together email campaigns, promotions, social events, display ads, and even direct mail campaigns at the last minute.
The first step in strategic thinking is to get your mind out of mission-critical mode.
Without proper planning, you’ll start marketing at the last minute, like this mattress company hurriedly crafted an offensive ad to promote their product on 9/11. If you want to see results, marketing Must be considered a strategic task. An emergency response strategy is not a strategy, and it is riskier if you don’t take the time to research and predict potential outcomes.
Strategic marketing is months ahead of the current situation so you have time to research, plan, create assets, review and deploy effectively.
Take the time to calculate the risk
Throwing everything at the wall and seeing what sticks to the wall is not strategic thinking. It’s just hope you’re lucky enough to get results, which is very wasteful, especially when you have limited resources.
Strategic marketers tend to see the impact of a plan more clearly than tactical marketers because they see far enough. They also don’t rush forward blindly just because an idea sounds good. They take the time to carefully consider the negative effects of each action.
“What happens if this or that happens after we execute it? Can we accept the result of X, Y, or Z?”
Measuring the risk of an activity and its likely outcomes can help you determine next steps. It also makes it easier to pivot to another strategy within a strategy, rather than rushing to find a solution when a single system isn’t working as expected.
executive power
I’ve met quite a few strategic marketers and I’ve been impressed by their creative abilities. Some of the most creative minds among them are still trying to execute the ideas they developed.
Strategic marketers don’t overthink or constantly worry about outcomes. Once their strategy is formed, they are not afraid to pull the trigger. They recognize that no strategy is 100 percent right and that change is possible.
You need to have the confidence to pull the trigger, knowing that no strategy is perfect. Becoming a strategic marketer means never procrastinating.
Create your strategy and don’t be afraid to execute it.
Just remember that once a strategy is executed, the cycle starts again. There is no finish line.
willing to get out of your mind
The most effective strategic marketers I’ve ever met have always been able to surpass their ingenuity. They’re willing to let go of their old ideas when better ideas come along—they’re ready to consider other people’s opinions, no matter how crazy they seem.
Don’t get caught up in your preconceived ideas and plans. A smart marketer knows how to use the skills and talents of others to drive more effective marketing strategies through collective creativity and brainstorming.
Rob Carpenter from Hitshop shared with Moz how his team took content brainstorming and creativity to the next level:
When we think we have a great idea, we use bulletin boards to flesh out an idea, bringing together all the content on that particular topic (especially those that rank our target key terms). On the bulletin board, we can add notes to each article we curate, explaining extend and what we can express in different ways. We also flag articles and citations we want to link to for inclusion in our articles. This step is so important that it not only helps us create “good, unique content,” but it also helps us create content that is ten times better than what we already have.
Make decisions based on data
In my opinion, data is at the heart of business. It should be the decision center for any business or marketing strategy. It provides insights to help you answer key questions while asking other questions you may not have considered.
Later, this data will help you change the direction of your strategy. Although initially, this data is required to create the design.
Strategic marketers rely on vast amounts of data to build their long-term strategies. This may include:
How long is the audience’s engagement with certain topics?
Which products are most likely to be thrown away?
Which products will become popular products in different seasons?
How long does it take on average to convert a lead?
What type of content or ad prospects respond best?
How to segment your audience to better engage in email marketing?
How do customers respond to the Direct Mail campaign differently than they do to customers who haven’t purchased yet?
Find the data to answer your most important questions, then identify the data you have and use it to start building your strategy. Use it to define your goals and plans to achieve them. Strategic marketers can use the data and information they collect through research to calculate the cost of campaigns and determine whether those efforts are justified.
Your data is a critical part of your risk assessment – something every marketing and PR campaign needs. It’s a loop that keeps feeding back to the beginning: use data to build facts, then continue to drive strategy forward: figure out goals, set goals
Anyone can set a marketing goal, but the most strategic marketers set goals that are realistic, achievable, and based on business goals.
Like these organizational goals for B2B content marketing, compiled by CMI and marketing professors based on survey data: Goal setting sounds simple, but it’s a combination of art and science. Like anything, this takes practice. This comes from constantly refining existing goals, refocusing, and being willing to try something weird.
As a marketing strategy, how do you set goals for this fickle thing? Practice. Find someone doing this for a while and apply what they’ve learned to work.
Shanelle Mullin, director of marketing at onboard, shared with Kissmetrics some smart advice on setting goals for your marketing strategy:
The key to developing achievable marketing goals is to take the time to evaluate the content of your current position. Many startups set high, unattainable goals and get discouraged, which can be detrimental in the early stages of a startup. On the other hand, some startups set simple and unimportant goals and end up missing out on growth potential.
Take the time to understand your level of growth so far. If you have a popular blog and have seen an 8-10% increase in traffic over the past four months, you know that increasing your blog traffic by 12-15% per month is a challenging goal, but is achievable. Don’t be a startup chasing 20%, and don’t be a startup that thinks above 8% is successful.
As for what goals you should set, a lot depends on the stage of your startup. Early on, focus on engagement goals and gather feedback to validate your product or service. Later, focus on growth metrics. Unfortunately, there is no universality when it comes to metrics. It is important that your core goals are linked to the main business goals.
The most important thing to remember about marketing goals is to stay focused. Choose 1-2 core and 3-5 supporting goals that affect the bottom line. Anything more will distract you from the things that matter most (like changing plans frequently).
When you’ve identified these primary and secondary goals, you can break them down into milestones that will help define a roadmap for your marketing strategy. This map plays a big role in determining the tactics you’ll use along the way.
Follow the down-to-earth process; don’t chase the glitz
Creativity and brainstorming are key parts of developing a marketing strategy, but that doesn’t mean every idea will be successful.
Likewise, your research may reveal what competitors and other businesses are doing to market themselves.
With so many options and potential ideas, it’s easy to get lost without a target map.
I liken it to steering; if you turn the steering wheel every time you see a shiny dot on the horizon, you’ll be taking a zig-zag course over the ocean and never really getting anywhere.
Even with a written marketing strategy, it’s easy to get off track and try the next big thing that everyone thinks is the trend of the year. It’s okay to try, but not at the expense of your planning.
The most successful marketers stick to their strategies and turn those experiments into strategy.
Establish your standards of progress and success
Effective marketing goes far beyond imagination and deployment. Success is not automatic, and as I mentioned, there is no perfect strategy.
Often, you have to make changes at any time to refine your strategy. Knowing when to do it, and why, comes from constantly measuring the performance of your activities.
Just as you use data to form the foundation of your strategy, you are constantly using data and analytics to monitor the health of your marketing campaigns.
Learn what success is and determine how to measure it as part of your marketing strategy.
Document your strategy
I’ve always been amazed how many marketers don’t document their marketing strategies and instead choose to fly blind and rely on memory.
When your policies are not documented, many problems can arise.
It’s not just a roadmap detailing what you need to do to get to the next step. It is a living document that ties together many moving parts and many people.
Here are some things that might be included in a sound documentation strategy:
Who is the audience and how to reach them
strategy used
USP(s) to connect with audience
Who is involved and who is responsible for what aspects of the strategy?
How to distribute marketing materials or where to reach audiences?
How to measure success?
Conversion strategy to use?
Promotions, pricing and incentives?
Communication requirements and reports?
There can and should be more, and there’s a lot to consider, especially when multiple people or teams are involved. For all moving parts, the lack of a documented policy will lead to errors.
