The big world of marketing is constantly changing. What was successful in promoting a brand only a few years ago may not be quite so fruitful today. So, how do we keep on top of change?
A recently published integrated business strategy guide from Peppermint Soda, a creative and PR agency, has looked at how to provide a consistent and successful marketing strategy which is ideal for anyone wanting to keep up with the times.
Bryan Eisenberg, co-founder of IdealSpot, once said:
“Our job as marketers is to understand how the customer wants to buy and help them do so.”
If you’ve never thought like this, now you need to because your marketing strategy should be guiding customers on their journey towards your service.
The direction you choose to take
There are a number of different routes you can follow in order to promote your service. Do you go down the traditional route, such as using print, or go down the more modern routes of social media or mobile? What you choose depends on your branding and where your audience is. The ideal situation is that you use a mixture of both.
When using a combination, you’ll optimise your chance of success. Not all your audience is using social media, so think where else they’ll be and make sure you have a presence there. As times change, so does technology ─ make sure you’re a part of the change and not being left behind.
Before you kickstart any campaign, you need to plan ahead. You don’t want to throw a half-hearted attempt out into the world, as the likelihood is that you’ll get a minimal response and waste money.
Carefully consider who you want to reach out to and what message you want to deliver. Try to think like the customer and give them what they want to see. Once you’ve compiled a plan, carry out some testing before the big launch.
Testing gives you a clearer idea of whether something works or not. You’ll see how well people are responding to your new strategy and if it’s not going well, then you’ll have the opportunity to change.
Whether the campaign is working or not, always make sure you’re tracking it. You need to be able to monitor the results in real-time so you can adapt at any point.
Remember to always keep your customers in mind. Another great quote to live by is from Robert Half, the founder of the world’s first and largest accounting and finance staffing firm, who said: “When the customer comes first, the customer will last”.
I’m sure we can all relate to that one!
By Lucy Yates is account director at the PR and creative agency Peppermint Soda. She is responsible for marketing strategy and creative output.
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