Strategic Marketing Planning can be as vital to a company as having a quality product or service. After all, there is no point in having good products if the company does not know how to communicate to users the advantages of the portfolio it offers. Or even if it is unable to interact with leads to say “I have what you are looking for”.
Unfortunately, many people still believe that marketing’s sole mission is to create an interesting campaign that will be shown on prime time TV. However, it is thanks to strategic marketing planning that companies discover new and attractive ways to communicate with consumers or potential customers.
With all these issues in mind, we consulted marketing professionals from DIWE to create this article. The purpose is to provide a real view of the market, pointing out some issues observed in the work routine for implementing strategic planning. Here you will find the concepts, the main mistakes and a step-by-step guide to implementing an ideal plan for your business.
What is strategic marketing planning?
Strategic marketing planning is a plan to brother cell phone list how a company can interact with the market through marketing knowledge. The purpose of this relationship is to enable the organization to solve market problems and maintain harmonious interaction.
Planning is not a strategy manual to be followed for many years. After all, it is good practice to consider reviewing planning, especially in such a volatile market. Planning can be considered as an assessment of the current state of the company, where it wants to go and what the market changes are.
With well-defined marketing strategies, the entire company works in a more coordinated manner, since everyone understands its objectives and goals. What’s more, each individual understands the importance of their actions for organizational growth.
Considering these aspects, before talking about how to implement it, it is worth highlighting some of the main mistakes that companies make when putting their marketing strategies into practice.
Top Marketing Strategy Mistakes Companies Make
Creating a strategic marketing plan direct your team’s efforts towards what generates results studies and alignment with the company’s expectations, financial issues and available staff. However, finding variables to make the plan fit the company does not mean accepting mistakes that compromise the achievement of good results.
By talking to marketing professionals, we identified some major mistakes. In general, these were pointed out by companies that sought out DIWE to solve their marketing strategy flaws.
1 – Absence of well-defined objectives and goals
It is not uncommon to find companies that, although their goals show good results, in the eyes of their employees, seem to be stagnant in the market. The reason for this discrepancy is simple: the established goals are incapable of assessing the company’s real performance.
The purpose of goals is to measure the philippines numbers on a company’s actions. A classic example of a goal is customer satisfaction. The more satisfied users are, the more the company understands that it is on the right path. Monitoring goals is also essential, as they indicate trends and provide input for market analysis.
The lack of well-defined goals is often a reflection of the lack of consolidated objectives. The company does not know exactly where it wants to go and creates obstacles in all areas of planning, whether strategic or tactical.
2 – Not involving the marketing team in creating a product
In a simple chat with any marketing professional, 10 out of 10 experts always warn of the same danger: creating a new product or service without the involvement of the marketing team. Once ready, it is difficult to create strategies to spark customer interest.
It is not an impossible task to accomplish, but it takes time and, in some cases, requires adjustments and rework. All of this generates a waste of energy that compromises the product launch. A set of problems that can with asynchronous interaction between areas (products, marketing, technology).
3 – I don’t know who the persona is
When a company doesn’t know who it wants to communicate with, marketing actions naturally tend to fail. Each person has unique tastes and preferences, and when a company tries to please everyone, it ends up pleasing no one.
In this context, selecting the persona is the basis for both defining which product or service the company should offer and mapping out the way and path through which it should communicate with its customers.
