HOW TO CREATE A MARKETING STRATEGY BASED ON VALUE SO, WHAT DOES - PowerPoint PPT Presentation

Apr 09, 2023 •118 likes •263 views

HOW TO CREATE A MARKETING STRATEGY BASED ON VALUE SO, WHAT DOES VALUE MEAN IN MARKETING TERMS? What is Marketing Value? FU FUNC NCTIONAL MON MONETA TARY VALUE SO SOCIAL PSYCH CHOLOGICA CAL HOW TO CREATE A MARKETING STRATEGY

HOW TO CREATE A MARKETING STRATEGY BASED ON VALUE
SO, WHAT DOES VALUE MEAN IN MARKETING TERMS?
What is Marketing Value? FU FUNC NCTIONAL MON MONETA TARY VALUE SO SOCIAL PSYCH CHOLOGICA CAL
HOW TO CREATE A MARKETING STRATEGY BASED ON VALUE?
What is Marketing Strategy? • Marketing • Noun; The promotion, distribution and selling of a product or service; includes market research and advertising. • Strategy • Noun; A plan of action intended to accomplish a specific goal. A plan to enable a company to focus their limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage
Where to begin?
SITUATION…where are we now? • RESEARCH • SWOT Analysis • 4Ps - Product / Place / Price / Promotion • Data collection • AUDIENCE • Customer insight • Brand perception • Audience Personas • BUDGET • Internal capabilities & resources
OBJECTIVES…where do we want to be?
STRATEGY…how do we get there?
STRATEGY…how do we get there? • Segmentation; understand your audience… • Targeting; content/messaging… • Pulling not pushing • Right platform / Right message • Positioning; the brand exchange… • Communicating messages • Messaging/Brand • Conversations
TACTICS…how EXACTLY do we get there? • Right audience / Right message / Right time • Contact strategy / messaging matrix • Marketing mix • Paid / Search / Social / Website / Email / • Face-to-Face / Print / TV / Radio
ACTION…what to do and when? • Responsibilities • Resources / skills • External agencies and partners
CONTROL…how do we measure performance? • Usability testing • Customer surveys • Customer feedback • Site visitor profiling • Frequency of reporting • Process of reporting actions • Client and supplier KPIs • Data capture
Here’s the 20% 1. Value is customer perceived 2. Value is an exchange – Supplier & Customer 3. Make clear KPIs to achieve your objectives 4. Take a client centric view of your business 5. Understand your audience 6. Use the right platform with the right message 7. Focus on valuable tactics 8. Implement and work the plan 9. Measure your performance 10. Learn from your experiences

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