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The Strategic Marketing Process - How to Structure Your Marketing Activities to Achieve Better Results

The Strategic Marketing Process - How to Structure Your Marketing Activities to Achieve Better Results

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Published by www.GrowthPanel.com



This guide defines a marketing process that you can use to put structure around your daily, monthly and annual revenue-generating activities.



The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.



This guide defines a marketing process that you can use to put structure around your daily, monthly and annual revenue-generating activities.



The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.

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Published by: www.GrowthPanel.com on Jan 09, 2009
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11/21/2014

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The Strategic Marketing Process
How to Structure Your Marketing Activities to Achieve Better Results
Written by Moderandi Inc., creators of the marketing planning and management app at www.MarketingMO.com.
Second Edition – 2013 
STRATEGYTOOLS
CUSTOMER ACQUISITION
 
The Strategic Marketing Process
This guide was written by the team at Moderandi Inc., creator of the Marketing MO
TM
 planning and management web app.Marketers use our app to:
 
Create plans in 3 clicks for over 300 common marketing activities
 
Receive step-by-step guidance for each subject covered in this guide
 
Organize and manage their marketing activitiesIf you like this guide, feel free to dig deeper at www.MarketingMO.com.
Copyright Moderandi Inc. 2013. All rights reserved. No portion of this publication may be reproduced in any form by any electronic or mechanical means without written permission from Moderandi Inc.ISBN Print: 978-0-9887431-0-6
 
DOWNLOAD
 hundreds of plans for these marketing activities at www.MarketingMO.com.
SHARE 
this ebook:
iii
Introduction
“It was the best of times, it was the worst of times . . .” 
Charles Dickens,
 A Tale of Two Cities
The Internet has fundamentally changed the marketing function, causing the greatest shift in the eld since the inven
-tion of the television.Digital marketing, social media and mobile devices have dramatically changed how we connect with our audiences. They’ve created a tremendous opportunity, as well as a tremendous burden.The marketing function has become complicated.No longer can we rely on print, publicity and a media buyer to distribute our catchy ad campaign; marketing nowadays
requires heavy IT resources and an understanding of complex metrics to effectively (and protably) connect with our
market—busier people, who have shorter attention spans, and often suffer from information overload.Social media, search engine marketing, email marketing, mobile devices, website optimization, content marketing . . . it’s impossible for an individual marketer to master them all,
in addition
 to their traditional media activities. And then
there’s strategic planning, creative development and nancial measurement.
It’s overwhelming. And it has caused many marketers to specialize, focusing on a single medium as their area of expertise.
But the reality in most small to mid-size enterprises (SMEs) is that their marketing team only has room for a handful
of specialists, if any. Most don’t have the budget to employ experts in all the necessary marketing mediums needed to effectively reach their audience. And even if they do have the budget, they often don’t have enough work to justify hiring full-time specialists.If you’re not a specialist hired solely for your expertise, you’re forced to know a little about a lot—to be well-versed in how to use a combination of digital and traditional mediums to effectively meet your revenue goals.For the typical marketer at an SME, it’s created a quandary:
Identifying the “right things” to be doing, and then learning how to do them well 
Many would argue that it’s more difcult for marketers to determine
what 
 we should be doing, instead of how to do things right.If we’re not sure what we should be doing, it’s easy to dive into the hot new
tactic of the moment 
 . . . without having a strong understanding of how it ties into the rest of our revenue-generation activities.Specialization makes it easier to perform tactics well, but specialists aren’t necessarily the best resource to determine strategy—the “right things” to be doing. Specialists typically favor their own area of expertise.

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