Have you ever heard of strategic marketing?
What we will do in today's guide is to go and understand how this tool
can help you get your business off the ground.
What is strategic marketing?
The marketing strategies differ in various stages and types, today we
often hear about digital marketing, operational or strategic.
If we look for the strategic marketing definition, we note that this
indicates:
“Marketing Techniques
That Allow You to Plan a Company's Activities over the Long Term.”
This activity requires that different strategic details are taken into
account, such as profitability, the portfolio of services and products,
maximization of turnover.
The strategic marketing therefore provides a plan that extends in the
long run, in some cases can be outlined projects that go beyond the three
years. The choice of the strategic period, of course, depends on the company
and also on how the project must be integrated with the strategies of
operational marketing.
Marketing plan: why is it
important?
Before going into the details of strategic marketing strategies, it is
good to know why it is important to have a plan within one's own business and
corporate reality.
The planning and organization, must take place with specific rules,
with data and accurate readings. Therefore precision is essential to be able to
exploit all the tools we have available thanks to the assumptions of strategic
marketing.
Every company, even the smallest one, should have a marketing plan
that is both operational and strategic, which allows a good synergy between the
two.
“Thanks To Planning,
You Know The Steps To Follow As You Proceed With Your Business.”
The marketing activity, in fact, should not be thought of only as a
direct action for the sale of a product or service.
Today, this essential practice has increasingly expanded, becoming a
way to turn your ideas and projects into reality.
The marketing plan is important not only because it allows you to sell
more but also because it allows you to achieve your goals of entrepreneurial
success.
Strategic marketing: the theory
Like any area of the economy, marketing also has a theoretical basis
that can be understood and studied from the definitions that can be found in
books.
Strategic marketing: main books? Well there are so many books that
deal with this subject, of course some authors are more important and known
than others.
Peter Drucker
Peter Drucker defined strategic marketing as a process that involves
different phases, from the analysis of competitors to that of the market and
the target.
According to Drucker, this branch of marketing allows the entrepreneur
to understand what his own positioning in the market is and how the needs of
the customers can be satisfied.
Jean-Jacques Lambin
A theoretical text, often used also at school level is that of Lambin,
he also gives his own interpretation of strategic marketing. According to
Jean-Jacques Lambin strategic marketing is positioned in the medium-long term,
this involves an analysis of the needs of the market in order to develop
products and services that are intended for their target.
Furthermore, he continues by stating that the task of marketing
strategies is to find a peculiarity that can make one's business different from
that of its competitors. In this way we gain a lasting, defensible and
competitive advantage.
Philip Kotler
Finally, when we talk about strategic marketing theory we must also
remember Kotler's assumptions. Philip Kotler focuses mainly on how a company
must develop an advantage over the competition through planning.
So his theory is mainly linked to the theme of positioning within a
specific market.
What are the differences
between operational and strategic marketing?
Knowing how to intelligently balance your marketing mix is necessary
to achieve the desired results over time. Strategic marketing and, secondly,
operational digital
marketing services are necessary so that these results can be achieved.
The main differences between strategic marketing and operational digital
marketing services concern their nature and, consequently, their temporal order
of implementation.
“In Fact, Strategic Marketing
Is What Creates The Foundations And Foundations For The Operational Part To
Act.”
All the work of analysis and definition of objectives, as well as the
strategy for these to be achieved, is part of strategic marketing. Subsequently
the operative marketing takes over, the real part of the action, which does
nothing but "concretely field" the strategic part.
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Strategic marketing: what is
SWOT analysis?
As we mentioned at the beginning, planning and analysis are the basis
of marketing. The tools to plan a good strategic marketing project are different;
among these is the SWOT analysis
The SWOT analysis or matrix was designed by Albert Humphrey between
the 1960s and the 1970s. This is a tool to plan your business strategy and to
know your strengths, any weaknesses, the threats of competition, and the
opportunities that a project or a company has.
In fact the word SWOT is an acronym that indicates: Strengths
(strength), Weaknesses (weaknesses), Opportunities (opportunities), Threats
(threats) .
When you do a Swot analysis you can understand the current situation
of your company. This is possible by asking you four questions:
·
What are the strengths?
·
What are the weaknesses?
·
How to take advantage of your opportunities?
·
How to reduce external threats?
By answering correctly, with data in hand, these questions can finally
outline your future strategy in the best possible way.
How to implement a strategic
marketing plan in 5 steps
There are many examples of marketing strategies, but we want to help
you understand how to create a strategic 5-step marketing plan.
1. Study the position of your
company
The first thing to do is to know how your business is positioned and
what its current financial situation is. To analyze also there is all the
previous of your company: the strategies already implemented complete with
financial results obtained. And don't forget the aforementioned SWOT analysis.
The more accurate your data is, the more you will lay a solid
foundation for implementing a successful strategy.
2. Study the market
During the creation of a strategic marketing plan it is necessary to
study the market to assess what the real opportunities of the moment are , and
how these may or may not be exploited both in the short and in the long term.
Strategic marketing, marketing plan objective
This analysis is necessary in order to understand how to plan the
actions of your company and direct the resources to the best.
3. Define the objective of the
strategy
Now that you have analyzed your company Business Valuations in UAE and the
market to which it refers, you have the means to define your goal.
Indeed, a strategic marketing plan must necessarily outline what the
objective is to achieve through the strategies. Having a goal serves to
rationalize the resources of distribution, production and marketing. The
strategies serve instead to convert the objectives into reality.
Remember, in order for your strategy not to peak and not waste
resources uselessly, it is important that your goal is:
·
Accurate.
·
Reachable.
·
Measurable.
·
Realistic.
·
Time related.
4. Define the target
Among the essential steps of a strategic marketing plan is the
definition of the target, all the products and services must be based on
specific targets, or on a specific category of potential customers. Strategic
marketing, target definition
To create a winning strategy it is necessary to study and analyze the
needs of a specific target and be as specific as possible in defining it.
5. Make an estimate of the
budget available
Finally, to complete the strategic marketing plan it is necessary to
outline the budget. One of the most important notes, in fact, includes the
inclusion of a realistic marketing budget.
Only in this way will it be possible to understand how to dedicate
one's economic resources to the best during the project implementation period.
Well, now you have all the credentials to implement your successful
marketing strategy .
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