Step 1: Visualize where you want to be, and what you want to achieve – more leads, more web traffic, more eyes on the brand
Step 2: Identify the steps you need to take to get there – SEO, PPC, PR, advertising, new collateral, tradeshows
It’s really that simple. But if it was that simple, marketing professionals wouldn’t constantly be desperately trying to explain why marketing is worth it and why more can’t always be done with less.
Back in 2013 Greg Satell wrote an online article for Forbes that talked about the 4 key principles of marketing strategy. He noted that marketers are constantly trying to pull customers in. It’s no longer a features & benefits story line, and who ever has the best features wins. These days, with all of the information at everyone’s finger tips, it’s about who has the most bang to pull in the customer and make them believe that YOUR brand is the one that will fill their void. But you have to start somewhere, and that somewhere is point number 1 below…
Here are Greg’s tips:
1. Clarify Business Objectives – the mark of a good marketing strategy is not how many gadgets and neologisms are crammed into it, but how effectively it achieves worthy goals. Therefore, how you define your intent will have a profound impact on whether you succeed or fail.
2. Use Innovation Teams to Identify, Evaluate and Activate Emerging Opportunities – it is essential to have a team dedicated to identifying emerging opportunities, meeting with start-ups and running test-and-learn programs to evaluate their true potential. That would certainly be a nice to have…
3. Decouple Strategy and Innovation – Strategy is fundamentally different from innovation. As noted above, a good strategy is one that achieves specific objectives. Innovation, however, focuses on creating something completely new and new things, unfortunately, tend to not work as well as standard solutions (at least at first).
4. Build Open Assets in the Market Place – Successful brands are becoming platforms and need to do more than just drive consumers to a purchase, they have to inspire them to participate. That means marketers have to think less in terms of USP’s, and GRP’s and more in terms of API’s and SDK’s.
So what do you think? Is this do-able? Of course it always comes down to bandwidth and the general situation within your marketing department and the tasks at hand.
My personal hope for 2015 is to have fewer large projects and tasks and make sure to hit the 5-10 heavy hitters for the entire year. That…and partnering with strategic and forward thinking partners.
P.S. For some more recent news – read about how United’s new safety video is helping turn a page in airline marketing strategy.