Marketing strategy
In a profession where less than 30% of practitioners are trained, it is not surprising that marketing can struggle to be taken seriously and be relegated to light tactical effort and a million clicks.
A robust marketing strategy is central to effective, efficient and focused tactical action that maximises available resources and keeps sustainability in mind. With sound, evidence-based marketing principles at the forefront, leaders can bypass nonsense and gain real value from marketing (and stop leaving money/opportunity on the table). Strategy makes where, when and how you invest in tactics – product, price, distribution and marketing communications – clear and cohesive.
Marketry coaches leaders through the principles, process and practice of strategic marketing.
Marketing strategy development
There are five key components of a quality marketing strategy – market insight, segmentation, targeting, positioning and objectives. These deliver a strategy that directly guides tactical choices, appropriate investment and measurable accountability. Marketry’s process is grounded in global best practice.
Key activities:
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Review existing or past marketing strategies
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Research key internal and market factors
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Facilitate leader workshops to work through key strategic choices
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Develop the strategy geared for in-house execution and ongoing management
Foundational marketing tactic development
Foundational marketing tactics include the likes of websites, brand ads and core collateral. When done with a tactical mindset, they miss the mark. When anchored in strategy, they support marketing effectiveness. Marketry’s expertise in marketing communications ensures that strong foundation.
Key activities:
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Map what exists, what is needed, what is working and where your gaps are
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Create a program scaled to your capacity (especially time and budget)
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Develop stage one tactics, drawing in expert creative talent as needed
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Set internal teams up for success with the least dependency
Marketing campaign advice and high-level development
You may have a sound marketing strategy and quality passive marketing but are lacking an active, connected campaign that puts life into your ongoing marketing. Drawing on brand and marketing strategy expertise, Marketry provides an evidence-based approach to marketing campaigns.
Key activities:
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Understand your marketing and broader business strategy
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Co-develop your campaign brief – a vastly underrated step in the process
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Engage and lead creative talent across multiple channels
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Support in-house teams to manage execution and extension programs
Competitive advantage definition
A well-defined competitive advantage is a powerful back-of-house tool to inform better business and marketing strategies. This effective process is confronting, questioning and rewarding, and can reveal new risks and opportunities when done with sincerity and humility.
Key activities:
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Review existing definitions/articulations of your competitive advantage
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Facilitate leader strategy workshops to explore and challenge ideas
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Develop and test concepts toward an agreed, supported definition
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Guide use by marketing teams and business leaders
Get in touch today to connect with 20+ years in brand and marketing strategy with demonstrated efficiency and effectiveness that upskills your team
