Marketing Strategy and Planning
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Marketing Strategy and Planning
Marketing success is impossible without clearly defined objectives and a strategic plan to guide you. Here's how to build your marketing blueprint.
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Why the Future of Digital Marketing Is Pure PR

Why the Future of Digital Marketing Is Pure PR | Marketing Strategy and Planning | Scoop.it

"Savvy digital marketers who use the methodologies of public relations in a sustained and strategic manner across the board can reap a potential world of benefits."

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Customer-Obsessed Marketing Is Your Next Competitive Edge

Customer-Obsessed Marketing Is Your Next Competitive Edge | Marketing Strategy and Planning | Scoop.it

"Lots of people—hundreds of millions and perhaps even billions of them—now expect and in fact demand more personalized and authentic levels of connectedness and engagement. They demand a highly responsive, real-time experience with access to information whenever and wherever it's convenient for them."

Richard L. Robinson's insight:

Bottom Line: Know everything you can about your customer, and do everything you can for your customer.

 

Big data and digital media are making that idea more practicable (and essential) than ever. 

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For Pete's Sake, Brands, Stop Focusing on Viral

For Pete's Sake, Brands, Stop Focusing on Viral | Marketing Strategy and Planning | Scoop.it
[from my favorite cartoonist/marketer, Tom Fishburne]One of my biggest frustrations with the world of marketing over the years has been that metrics have focused on quantity over quality. I’m all for
Richard L. Robinson's insight:

Tactics focused on prolonged, gradual growth and meaningful engagement are far more successful than those focused on intermittent, viral "spikes." 

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When Marketing Is Strategy

When Marketing Is Strategy | Marketing Strategy and Planning | Scoop.it

"Downstream activities... are increasingly the reason customers choose one brand over another and provide the basis for customer loyalty. They also now account for a large share of companies’ costs. To put it simply, the center of gravity for most companies has tilted downstream."

Richard L. Robinson's insight:

Sourcing, production, logistics, and most other upstream activities that formerly provided long-term competitive advantage are no longer sustainable differentiators. The speed of technological developments and availability of information makes it very easy for competing companies to copy or improve upon each others' processes, making advantages born at the point of production ephemeral and less valuable. 

 

Differentation, then, must occur not at the point of production but at the point of purchase. In today's markets, a recognizable brand is far more valuable than any factory, process, or patent. Downstream differentiation is both sustainable and accumulative, meaning that the longer a brand's marketing remains at the forefront of a consumer's mind the more valuable it becomes. (Old habits die hard.)

 

Therefore, companies must shift from a focus on upstream improvements (i.e. How can I make this cheaper? How can we do this faster?) to downstream relationship building (i.e. How can we make this more accessible to consumers? How can we alleviate our buyers' concerns?). Doing so will provide a sustainable competitive advantage that will grow over time.

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Marketers Must Learn Martian (AKA, the Language of Business)

Marketers Must Learn Martian (AKA, the Language of Business) | Marketing Strategy and Planning | Scoop.it
Marketing professionals and their nonmarketing counterparts, particularly those who come from a finance background, might as well be denizens of different planets. But they can communicate. Here's how.
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Get Your Marketing Budget Ready for 2014

Get Your Marketing Budget Ready for 2014 | Marketing Strategy and Planning | Scoop.it

For most of us, finalizing budget plans is not necessarily the most fun activity we have on our to-do list, but it is a corporate mandate we must perform in order to get the funds we need to drive even better results next year. Whether you're just getting started with a plan, or are putting on the final touches, check out these five areas to consider for next year's budget cycle.

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10 Things You Should Not Ignore In Your Digital Marketing Strategy

10 Things You Should Not Ignore In Your Digital Marketing Strategy | Marketing Strategy and Planning | Scoop.it

Marketing is moving from analog to digital and many well established companies have not woken up to this and are still persisting with what was the “tried and true” but is now becoming the expensive and ineffective.

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Three Ways to Re-frame Your Category (And Win)

Three Ways to Re-frame Your Category (And Win) | Marketing Strategy and Planning | Scoop.it
There is way too much emphasis on “my brand is better than your brand” competition. The real payoff comes as a result of shifting positioning the brand to framing the subcategory (or category) and
Richard L. Robinson's insight:

By attempting to position your brand as the best in an existing category, you may be damaging yourself by building in your own competition.

 

Some of the greatest successes in marketing come as a result of brands inventing a new category or creating a fundamental shift in the way a product/category is perceived.

 

This is the real magic of marketing... changing the way people think about a product, or offering a solution to a problem they didn't know they had.

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How Not to Waste Your Marketing Budget

How Not to Waste Your Marketing Budget | Marketing Strategy and Planning | Scoop.it
You need to deliver the type of numbers that speak to the boss in the right way. Consider these three factors to get buy-in and avoid wasting your marketing budget.
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Why Businesses Need to Embrace Marketing Orchestration

Why Businesses Need to Embrace Marketing Orchestration | Marketing Strategy and Planning | Scoop.it

"Your customers now run the show—about when they shop, how they shop, and what messages or content they choose to engage with. They want to rub elbows with brands but on their terms, not yours. They expect a more individualized experience from brands than ever."

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How to Stop Mismanaging Your Brands

A brand is the only corporate asset that, managed properly, will never depreciate. Never depreciate. Those are magic words.

Via Jason Poblete, Richard L. Robinson
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Jason Poblete's curator insight, January 7, 2014 9:58 AM

A brand is what defines your company for the public. It is, in my opinion, the foundation of all things within a company's vision, strategy, and day-to-day operations.

 

Your brand should be what defines each move your company makes and can be crafted with a few questions:

 

1) Why do we exist? That is, what purpose do we serve?

2) What are we positioned to do better than our competitors and other companies that can become competitors?

3) What do we believe in? Does the strategy and commitments of our business units stay in line with our corporate beliefs and values?

4) What do we put first- loving our customers, or loving our bottom-line?

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This Is Advertising’s Next Great Leap Forward

"The next leap in advertising is literally the ability to leap across screens. Picture a brand’s multipart marketing story that begins on your tablet and ends on your smartphone."

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Your Marketing Strategy Needs to Keep Pace with Digital Culture

Your Marketing Strategy Needs to Keep Pace with Digital Culture | Marketing Strategy and Planning | Scoop.it
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