What is a marketing strategy?
A marketing strategy is the plan for developing and managing a company's marketing. The marketing strategy is based on in-depth analysis and data regarding the current starting point, market, and objectives. From this foundation, a concrete objective and plan is established for how the marketing will create success: the marketing strategy.
TIP!
Marketing strategy is also known as and often referred to as: marketing plan, digital strategy, etc.
What does a marketing strategy contain?
Setting aside the analytical work that forms the foundation of a marketing strategy, the strategy should ideally result in a document that, as a minimum, contains:
- Objective: What do you want to achieve with your marketing? Including relevant KPIs
- A concrete plan for how you achieve your goals. Including
- Which channels should be used?
- What should be done on each channel?
- When should what be done?
- Who is responsible?
The strategy can, however, easily (and often will) contain more than the above. What it includes depends on your specific company and marketing.
How do you create a marketing strategy? 8 steps
You now know what the marketing strategy should result in, and you know it is rooted in in-depth analysis and data. But what exactly is the journey to a successful marketing strategy?
- Analysis of the starting point
- Market and competitor analysis
- Target audience analysis and customer journey
- Choose marketing channels, messages and tactics
- Define objectives and KPIs
- Create a concrete plan for your marketing efforts
- Execute!
- Data, monitor and optimise
Would you like non-committal sparring or advice regarding your marketing strategy?
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