Strategic Marketing: First, the tactics!
The role of strategic marketing
Strategic marketing, the true backbone of a company, aims to define the main directions that will enable it to achieve its growth objectives. The objective here is to focus on a long-term vision of the company’s development.
This reflection phase is essential. It allows us to design a clear and coherent strategy , thus avoiding “navigating by sight”.
At this stage, we therefore define the methods, devices and means to be implemented to develop commercial performance.
GOOD TO KNOW
Ultimately, strategic marketing serves to ensure consistency romania phone number list for precision marketing and business growth between product policy, pricing policy, communication policy and distribution policy – the famous “marketing mix”.
The stages of the strategic marketing phase
To determine a marketing strategy, there are several steps:
- Market analysis to determine where opportunities lie (discover our short training course in market research ).
- Benchmarking competitors with analysis of their positioning (creation of a mapping).
- Monitoring trends , market forecasts, changes in buyer behavior.
- The definition and analysis of targets (persona) according to their needs and desires, their motivations for purchasing, their obstacles and objections, etc. Here, we can consider a qualitative and/or quantitative study.
- Market segmentation according to growth, size and demand of each segment.
- Defining the value proposition of products and services.
- The choice of objectives and performance indicators (KPIs).
- Finally, the choice of strategy: levers and channels used.
In increasingly competitive markets, it is obvious that creativity will allow the company to stand out!
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Operational Marketing: Time for Action!
The role of operational marketing
Once the marketing strategy is decided, it’s time to execute the plan! This is where operational marketing comes into play, the true “armed wing” of strategic marketing.
In this phase, it is a question of implementing the actions (in the more or less long term) which were defined, upstream, during the strategic phase.
Finally, operational marketing (or “tactical” marketing) is the translation of usa b2b list strategy into a realistic and measurable action plan .
The goal? To focus on short- and medium-term measures to achieve rapid results.
GOOD TO KNOW
Operational marketing is necessarily scalable, since it adapts to the pace of the market and changes in purchasing behavior.