What is the difference between Digital Marketing and Strategic Marketing? Don’t let them fool you with terms like online marketing, Internet marketing, digital marketing, social media marketing, affiliate marketing, and you name it. There are no such things. They do NOT exist. There is only one marketing and it is called Strategic Marketing. Granted, the digital world is a reality, …
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The good thing of online surveys sites like SurveyMonkey and others is that they make it easy to gather survey data. The bad news is that important surveys should never be analyzed with the standard reporting tools these sites offer. Important surveys deserve professional survey reports. What survey sample size? How large should be a survey sample? There are …
The Price Strategy defines the criteria to set the price level. It must be measurable without mentioning the price itself. For instance, the price strategy of an iconic brand we all know was: [BRAND X] should deliver superior profitability at a price on parity with competitors with comparable product performance and marketing support. The overall goal of the Price …
Brands communicate in three main ways: Mass advertising, Promotions, and Public Relations. The weight, in terms of budget allocation, placed on each way depends on the industry the brand competes in. In all cases brand communication must be ruled strategically, choosing different strategies. What is the Communication Strategy? The Communication Strategy determines how your brand should …
There are three kinds of products: Those with a benefit (the brand promise), with a support to the promise, and with tonality of communication – cosmetics, detergents, and most B2B products are of this kind. Those without a benefit, but with a support to the promise, and tonality of communication – for instance certain biscuits, candies, etc. And products with tonality only – like fragrances. Hugo Boss fragrances make …
On strategic marketing and strategy Michael Porter wrote [1]: …many strategic plans are lists of action steps without a clear articulation of what competitive advantage the firm has or seeks to achieve and how. Over 30 years later not much improvement has happened. Why? Because the concepts of Differentiation, Segmentation, and Value still make little sense for …
To analyze markets we rely on at least three key measures: Dimension, tendency, and segments. Typically, useful market segments do not exceed 2 to 4. A market segment is a part of a whole market and can be defined according to three criteria. It is: Large enough (in volume, value, number of customers, or other characteristics) to attract one or …
Marketing is about creating and executing strategies. If you are not doing that chances are you are doing something else than marketing. To create strategies marketers should begin from the company Statement of Purpose. The relevant strategies in marketing can be found in our post 10 key elements of brand strategy. How to set the marketing goal? Marketing goals …
Defining customer satisfaction with a single value, like the Customer Satisfaction Index (CSI), Net Promoter Score (NPS®), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), or other index, may prove ineffective and expensive.
The strategy plan is about how companies doing real marketing make choices and create sharp strategies meant to win in the marketplace. This article on the strategy plan discusses the relevant strategic elements of a brand and introduces ways to think about strategies for brand building. Strategy plan: Where we come from A Marketing …
