These 5 strategic principles are vital to driving business needs through marketing:
- Fundamentals First
- Evidence Based
- Pillars and Fillers
- Go Like a Pro
- Rinse and Repeat
Define the touchpoints of the consumer journey from awareness to sales and figure out the engagement and measurement KPIs; this is essential for good evidence.
Start with good research, and use it. Collect data and use it. It’s the only way to get insights into what your target really thinks, wants, and does.
Pillars and Fillers:
For big impact on a budget, mix the media by type, size, and touchpoint: use broad reach vehicles to spike awareness, high-touch vehicles to increase consumer engagement, and digital media to build repeat impressions.
Go like a Pro:
Use professionals to manage complex marketing tools and technologies like major brands use. This lets you test new options: what’s more, dedicated channel specialists understand the subtleties and changes in best practices that make or break a campaign.
Rinse and Repeat:
Think long term: committing to a campaign strategy, even at a lower budget level, is the only way to learn and optimize.