why marketing strategy planning is important

A marketing strategy informs a marketing plan so it is important to develop your strategy before thinking about marketing initiatives on a tactical level.

How to Create a Marketing Strategy

The right growth planning approach is where a solid marketing strategy comes in. We help our clients put a plan in place and we call this foundation the M arketing A ction P lan (MAP) by LAIRE®. A true marketing plan involves comprehensive research of your business's competitive advantage and ideal clients to inform the strategy, from which the individual tactics are ultimately aligned. How can you use your marketing tools (contact list, blog & social media, etc) if you don't have a plan? Before you make a single creative, code one line on your website, or send one social media post, you need to make sure you understand your market, your clients, and their wants, needs, and challenges they face in your marketplace.

We start by asking our clients, "Do you have a marketing plan or strategy?" More times than not, they don't have anything written out. To develop a customized marketing action plan, you should focus on five foundational areas of your business.

Setting Your Company Goals

Setting Company Goals for Your Digital Marketing Action Plan | Laire Group Marketing

When we ask businesses what their goals are, they are normally tied to top-line revenue. Goals might also be tied to the addition of new team members, growing into a new market, or launching a new product or service, but mostly their growth is tied to revenue.

You should clearly define your goals to ensure everything your marketing team does aligns with the business's goals.

This is how we gauge our success as growth marketers and set our strategy to help businesses reach their fullest potential through digital marketing. To reach your goal of top-line revenue dollars, how many sales need to happen? How many leads do you need to close in order to produce that revenue?

If you want to learn more about how we set up our totally customized marketing action plans, contact us!

Researching ideal buyer personas.

After you've identified your goals, it's important to identify who you want and need, to attract and ultimately sell to in order to reach your goals. A client or "buyer persona" is a semi-fictional representation of who your ideal client is and what is important to them. Ideally, you need to develop 3-5 buyer personas by identifying, by name - like "Marketing Mary" or "Professional Perry" and understanding what is really important to them as they go through the different stages of your buying process.

How to Create Buyer Personas

We have found that actually interviewing your best clients to learn about what's important to them is the best way to start to develop the right buyer personas for your company. Based on information gathered from your best clients by interviewing, create personas, or characters, with names, habits, pain statements or objections to buying your product or services, demographics, psychographics that best represent who you ultimately want to attract with your marketing efforts.

Buyer personas are really what drive your overall marketing strategy to attract more (and better-qualified) leads who you can convert to clients. These personas can change over time as your business grows and evolves, so it is important to continuously update buyer personas to achieve maximum results. Strive to analyze and update your list of personas at least once a year if not more.

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Once you know who your ideal client personas are, identify their pains, problems, and challenges. These are the needs your current clients voice as they go through your sales process. Because you've identified your ideal client personas, you know that these needs will be similar among your new prospects.

Pro Tip: When we interview for our clients, we even ask which online channels they use so we know where to, and where not to, focus your marketing efforts via social media or email etc.

Next, take your clients' actual statements from interviews about their needs, and create strategic messaging to attract more clients just like them. T arget your ideal prospects with questions they identify with, and then offer your business' unique solution as the answer. For example, with a custom software developing company, their main pain statement might be, "Are you spending more time manually entering data than actually doing your job?" and our messaging around solutions became, "With our custom software integration solutions, your manual data entry time can be cut in half!"

Turn your personas' pains into messaging on all of your marketing materials.

This way, instead of saying "We're the best" and "We're the most experienced" and "We have this many certifications ," now your messaging is catered to your buyer personas and the problems they are having. If you use this method, you will be seen as an expert in your field and an attentive ally to your clients. Using questions your clients ask as part of your messaging ensures that prospects see your content and automatically identify with it.

You can then use this messaging for:

Solutions Aligned with Your Personas' Needs

Having solutions aligned with buyer persona challenges is where our favorite mantra "Always Be Helpful" comes into play. Once you have your buyer personas' pains and messaging flushed out, you can align your services, products, and offerings as helpful solutions. Our agency directly correlates each pain with its own solution to prove your business is being helpful. With each persona pain statement paired with your solution, your business has an awesome "road map" for any prospect to follow through with the content you've created.

Now that you have clearly defined goals, client personas, the personas' needs, and your solutions, next you develop your differentiators or "remarkables".

Your Company's "Remarkables"

Seth-Godin-Purple-Cow | Laire Group Marketing's Digital Growth Marketing Action Plan

What are your purple cows? What makes your business stand apart? Identify your key differentiators, and ultimately translate those into messaging to help your prospects make a decision to work with you and feel safe about it.

Marketing Strategy Example

Now we'd like to share an example of a marketing strategy that we've implemented. One of our financial services clients was having a difficult time benchmarking their leads, improving website conversion rates, and tracking their marketing ROI. Using an inbound marketing strategy, we were able to focus on a website redesign focused on increasing lead generation efforts and a monthly content marketing strategy as well as improved Hubspot integration, marketing automation, and reporting. Our strategy delivered excellent results including a 261% increase in website visits!

Read the full case study here for more details.

Benefits of Marketing Strategy for Your Business

When you have a thoughtful marketing strategy you can rest easy knowing your day-to-day marketing decisions and actions are informed by research and driven by your company goals.

Following your marketing strategy simplifies your daily execution of marketing tasks when your branding, messaging and goals are clearly defined. Every marketing and sales tool in your arsenal is there for a reason, your team knows what to use each for, and the use of a marketing and sales tactic is deliberate.

Intelligence

Aligning your marketing strategy with your overall company growth goals ensures all of your marketing efforts and dollars are contributing to further developing your business. Your marketing strategy will inform your marketing team where to spend the most time, what channels to invest the budget in, and who to focus your messaging on for the highest ROI.

Having a clearly thought out and informed strategy helps filter out the distractions of less effective tools, tactics, and personas so you can stay competitive in your market. Abiding by the guidelines of your marketing strategy helps your marketing team stay focused on your brand's mission, vision, values, and goals.

When you thoroughly research your market and current best clients, you can boost your marketing efforts by engaging more qualified leads. Your messaging (content) is more meaningful to the right people (personas) at the right time (context). Make it easier for your customers, clients, or patients to make their next step or decision!

Strategy Development Before Tactics

Having a marketing strategy for growth and a plan for reaching the right people online (where they already browse for information), you can now outline your content plan for the next week, month, quarter, and year. This is where tactics we mentioned earlier come into play in a solid marketing strategy. Now that you have information from your actual clients, you know what traditional and digital marketing tactics will give you the highest return. Interested in the tactics you should consider in the near future? You can gain inspiration and ideas from various sources. Here's a list of marketing podcasts and blogs to follow in addition to your own blog.

The most important thing our agency stresses to our clients is to align your tactics with a solid marketing strategy -- and that strategy comes from having a thorough marketing plan designed and developed specifically for you and the way you do business. Your business' marketing strategy helps ensure you are making the most of every resource, every dollar, and every minute you put into your marketing and advertising efforts. So make it count, take the time, and invest in a marketing plan for your business or company! Interested in honing in on your marketing efforts? Drop us a line , we'd love to understand your business goals and help you see results.

This blog was originally published on February 14, 2018, and was updated on November 5, 2020, for accuracy.

Founder & Managing Partner, LAIRE

Justifying your marketing budget to your boss, what job roles make up a successful digital marketing agency, how to houzz: 3 tips for marketing success.

Strategic Planning

The art of formulating business strategies, implementing them, and evaluating their impact based on organizational objectives

What is Strategic Planning?

Strategic planning is the art of creating specific business strategies, implementing them, and evaluating the results of executing the plan, in regard to a company’s overall long-term goals or desires. It is a concept that focuses on integrating various departments (such as accounting and finance, marketing, and human resources) within a company to accomplish its strategic goals. The term strategic planning is essentially synonymous with strategic management.

The concept of strategic planning originally became popular in the 1950s and 1960s, and enjoyed favor in the corporate world up until the 1980s, when it somewhat fell out of favor. However, enthusiasm for strategic business planning was revived in the 1990s and strategic planning remains relevant in modern business.

CFI’s Course on Corporate & Business Strategy is an elective course for the FMVA Program.

Strategic Planning Process

The strategic planning process requires considerable thought and planning on the part of a company’s upper-level management. Before settling on a plan of action and then determining how to strategically implement it, executives may consider many possible options. In the end, a company’s management will, hopefully, settle on a strategy that is most likely to produce positive results (usually defined as improving the company’s bottom line) and that can be executed in a cost-efficient manner with a high likelihood of success, while avoiding undue financial risk.

The development and execution of strategic planning are typically viewed as consisting of being performed in three critical steps:

1. Strategy Formulation

In the process of formulating a strategy, a company will first assess its current situation by performing an internal and external audit. The purpose of this is to help identify the organization’s strengths and weaknesses, as well as opportunities and threats ( SWOT Analysis ). As a result of the analysis, managers decide on which plans or markets they should focus on or abandon, how to best allocate the company’s resources, and whether to take actions such as expanding operations through a joint venture or merger.

Business strategies have long-term effects on organizational success. Only upper management executives are usually authorized to assign the resources necessary for their implementation.

2. Strategy Implementation

After a strategy is formulated, the company needs to establish specific targets or goals related to putting the strategy into action, and allocate resources for the strategy’s execution. The success of the implementation stage is often determined by how good a job upper management does in regard to clearly communicating the chosen strategy throughout the company and getting all of its employees to “buy into” the desire to put the strategy into action.

Effective strategy implementation involves developing a solid structure, or framework, for implementing the strategy, maximizing the utilization of relevant resources, and redirecting marketing efforts in line with the strategy’s goals and objectives.

3. Strategy Evaluation

Any savvy business person knows that success today does not guarantee success tomorrow. As such, it is important for managers to evaluate the performance of a chosen strategy after the implementation phase.

Strategy evaluation involves three crucial activities: reviewing the internal and external factors affecting the implementation of the strategy, measuring performance, and taking corrective steps to make the strategy more effective. For example, after implementing a strategy to improve customer service, a company may discover that it needs to adopt a new customer relationship management (CRM) software program in order to attain the desired improvements in customer relations.

All three steps in strategic planning occur within three hierarchical levels: upper management, middle management, and operational levels. Thus, it is imperative to foster communication and interaction among employees and managers at all levels, so as to help the firm to operate as a more functional and effective team.

Benefits of Strategic Planning

The volatility of the business environment causes many firms to adopt reactive strategies rather than proactive ones. However, reactive strategies are typically only viable for the short-term, even though they may require spending a significant amount of resources and time to execute. Strategic planning helps firms prepare proactively and address issues with a more long-term view. They enable a company to initiate influence instead of just responding to situations.

Among the primary benefits derived from strategic planning are the following:

1. Helps formulate better strategies using a logical, systematic approach

This is often the most important benefit. Some studies show that the strategic planning process itself makes a significant contribution to improving a company’s overall performance, regardless of the success of a specific strategy.

2. Enhanced communication between employers and employees

Communication is crucial to the success of the strategic planning process. It is initiated through participation and dialogue among the managers and employees, which shows their commitment to achieving organizational goals.

Strategic planning also helps managers and employees show commitment to the organization’s goals. This is because they know what the company is doing and the reasons behind it. Strategic planning makes organizational goals and objectives real, and employees can more readily understand the relationship between their performance, the company’s success, and compensation. As a result, both employees and managers tend to become more innovative and creative, which fosters further growth of the company.

3. Empowers individuals working in the organization

The increased dialogue and communication across all stages of the process strengthens employees’ sense of effectiveness and importance in the company’s overall success. For this reason, it is important for companies to decentralize the strategic planning process by involving lower-level managers and employees throughout the organization. A good example is that of the Walt Disney Co., which dissolved its separate strategic planning department, in favor of assigning the planning roles to individual Disney business divisions.

An increasing number of companies use strategic planning to formulate and implement effective decisions. While planning requires a significant amount of time, effort, and money, a well-thought-out strategic plan efficiently fosters company growth, goal achievement, and employee satisfaction.

Additional Resources

Thank you for reading CFI’s guide to Strategic Planning. To keep learning and advancing your career, the additional CFI resources below will be useful:

Marketing91

What is the Importance of Marketing Strategy?

August 7, 2018 By Hitesh Bhasin Filed Under: Strategy

Table of Contents

Definition of Marketing Strategy

Marketing Strategy can be defined as building and planning a long-term and forward-looking approach with a well defined plan to attain the desired goals and objectives of accomplishing higher sales, increased revenue generation for the company, retaining the loyal base of customers, attracting the new set of customers, and gaining a competitive advantage in the market amongst others.

It is very vital for the management of the company to have a well defined and aligned marketing strategy in place having a team of expert professionals and talented in-house staff to attain the overall aims and objectives plus enhance the brand value.

Importance of Marketing Strategy :

1) Helps to gain a competitive advantage

The first and foremost on the list of the Importance of Marketing Strategy is that it helps the firm gain a competitive advantage in the market amidst the tough competition with an edge over the existing players and the new entrants who are trying to establish their brand presence in the market.

A well-defined marketing strategy harps on the unique selling propositions of the brand along with the features and benefits of the products and services offered by the firm in a creative, strategic, and planned manner highlighting that how the brand and its offerings are better than the ones of the competitor. The consistent and continuous messaging and communication strategy helps the brand to curate a distinctive identity in the volatile and competitive market.

2) Brand Recognition

Along with the promotion of the goods and services offered by the firm, having a powerful marketing strategy helps the brand and the overall company to attain a remarkable feat in the target market and industry as a whole with the customers and industry peers looking up to the brand and its offerings in a niche and positive manner.

The main fundamental of marketing strategy is to highlight and promote the attributes, legacy, and USP’s of the brand to start with followed by its offerings.

3) Attract a new set of customers

The management and the marketing department of the firm need to understand the Importance of Marketing Strategy if they want to attract the new set of customers from the same operational market plus from the untapped markets as well.

The promotional tools and techniques that are an integral part of the marketing strategy are planned and selected considering the taste, lifestyle, income levels, and other such parameters of the targeted customers that works as a pull factor for them and helps the sales department to convert the fence sitters to quality prospects and to the customers of the brand.

4) Plan the nature of products and services

Market research and study is a significant part of marketing strategy and this aspect helps management of the company to plan the features, and unique selling propositions of the products and services that are in pipeline or are in the launch planning phase.

There are thorough research and study on the current market scenarios, what do the competitors offer, government policies, the factor of profitability, and other such changing dynamics that can affect the sales and operations of the products and services. Hence, it is crucial for the company and its promoters to pay due attention to the Importance of Marketing Strategy.

5) Plan the marketing budgets

Every department of the company right from the marketing, sales, HR, and others are given annual budgets by the management that needs to be spent in the benefit of the company.

Having a planned and aligned marketing strategy makes sure that the allocated budgets don’t go haywire by spending on the promotional activities that have low return on the investments plus there is an optimal use and allocation of the marketing budgets on the marketing tools and promotional tactics that helps attaining not only marketing goals but the overall business goals and objectives too.

6) Creative Edge

Next in the line of the Importance of Marketing Strategy is that the brand and all overall marketing and promotional activities get an edge of creativity as the brand cynosures and the marketing departments liaise with the design agencies, media planners, PR agencies, and other such vendors that dedicatedly understand the nature of the brand and its offerings and come up with the unique, out-of-the-box, and exclusive ideas that give the brand a creative edge and helps curating a distinguished personality in the market.

7) Effective distribution plan

Once the management understands and grasps the essence and Importance of Marketing Strategy, it can have an effective distribution plan in place. With the introduction of online selling and the growing impact of social media the company needs to have a wide network of distribution as the young generation prefers to buy the products and services online directly from the company website or through its online promotional partners.

This is different to the middle-aged or older generation who still believes in indulging and finalizing the purchase by visiting the physical store our outlet of the brand. The company needs to march ahead with the latest advancements and the evolving tastes and preferences of the customers of all age-groups.

8) Optimal pricing

With the competitive research and in-depth study of the market dynamics along with the spending capacity of the target market, the marketing strategy helps the company to arrive at an optimal pricing plan for its products and services that is as per the market yardstick, competitive in nature, and helps the company to generate higher sales and profits. This point holds a lot of significance in understanding the Importance of Marketing Strategy.

9) The overall growth of the firm

Marketing strategy facilitates enhanced brand value, increased market share, competitive advantage, higher sales, and elevated profits that result in the overall growth of the firm drawing a larger picture. It helps the company to carve a niche in the market with a distinguished brand identity and the offerings of the products and services that are planned with unique attributes and features.

If you liked this article, we bet that you will love the Marketing91 Academy , which provides you free access to 10+ marketing courses and 100s of Case studies.

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth.

Thanks for sharing important information. It helped me and will help others a lot. Nice.. …

Why is a product marketing strategy important?

Product marketing strategy is a plan followed by a business to move a product and create visibility in the market. Without this plan, it is almost impossible for a product to enjoy success. A product marketing strategy makes it possible for a company to know the current marketing position for similar products while analyzing the competitive environment.

Start from researching and understanding your target market

Start from researching and understanding your target market

Conduct competitor analysis

Consider the importance of SEO

Set your budget

Design a promotion plan for the product

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2023 nextbigwhat

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Why Is Strategic Planning Necessary?

strategic planning

What is strategic planning and why is it important? Strategic planning is a process for determining and aligning a business’s vision with its goals and objectives, which includes the development of a strategic plan. Through research, discussion, and goal setting, the strategic planning process helps you and your employees understand the current status of your small business and where it’s headed in the future.

Do you have a goal for your business? Do you want it to grow larger in the next year? Do you want to increase sales and expand your customer base? And, even if you do, do you know how your small business is going to accomplish these goals? It’s okay if you don’t. Doing some strategic planning can help put you in a better position to succeed.

While there are as many ways to do strategic planning as there are companies that engage in the process, the goals of many small businesses are pretty similar. These goals include:

Through the strategic planning process , small business owners can identify goals like the ones above and develop actionable strategies to achieve them.

Increased Organizational Alignment

With a properly made strategic plan, everyone in your business can be on the same page. They understand the direction of the business and what the goals and objectives are. They also get to know the strengths and weaknesses of your small business, as well as the opportunities and threats posed in your specific industry.

Strategic planning is an opportunity for you and your employees to exchange ideas. While you can provide your employees with an interesting view of the business, they can share their own unique opinions.

Because everyone is involved in the strategic planning process, it creates a sense of accountability for your employees. They will know what you want to accomplish with the business and they’ll focus and work toward achieving the identified goals.

When you’re starting out with the strategic planning process, build a strategic planning team. Schedule a regular meeting with your employees to have discussions and brainstorm. You can keep an agenda to make sure discussions stay on track, but also be flexible and open-minded with the sessions.

Determining Your Small Business’s Direction

One of the benefits of strategic planning is choosing the direction the business is going toward. This in turn allows you and your employees to focus on working toward achieving your specific small business goals.

When the direction of the company is spelled out in your strategic plan, everyone knows where you’re going—and not just your employees, but also people outside of your company. The public, customers, clients, vendors, and investors will know how you want your business to move forward.

In your strategic planning meetings with your team, ask them questions about the business. Ask them what they think is working and what can be improved.

You also can speak to people outside of your company. Holding discussions with vendors and investors or analysts can shed additional light on your industry and competitors —and what changes may be coming down the road.

When you have gathered enough information, you can determine the best path to follow to help your business grow and succeed.

Setting Small Business Goals

Strategic planning also gives you the opportunity to set meaningful, realistic, and measurable goals and objectives.

A measurable goal includes a timeline and specific quantity. For example, one of your goals for your business may be to have retained 60% of your customers at year-end.

Don’t be afraid to have a mix of short-term and long-term goals and objectives. This allows people to see what you want the business to accomplish within a year, while also knowing what to work toward for the next two or three years.

Here are some examples of short- and long-term goals and objectives:

When it comes to setting goals and objectives for your small business, it’s important to be realistic. While everyone wants to see their business grow in the future, it may be unattainable to triple the size of your customer base within a year.

Evaluating Progress

The strategic planning process doesn’t end when you create the first version of your strategic plan. In fact, an important part of the strategic planning process is to regularly review and evaluate your business’s performance against the plan.

Evaluating your business’s progress allows you to see if you and your employees are on track to accomplish your goals. It lets you see if there should be any additional changes made in the way your business operates to help accomplish the desired goals.

When you’re creating your strategic plan, consider putting in a section about how often the document will be reviewed and evaluated. It also may help to identify someone in the business—whether it’s you or another employee—who will be responsible for reviewing the strategic plan. Equally important is communicating with the rest of the business the current progress toward the goals and whether any changes were made to the strategic plan.

If you’re in a fast-paced industry, such as technology, you may have to review your strategic plan on a more consistent basis, like quarterly. At a minimum, it’s a good idea to evaluate your strategic plan once a year.

Helping Build a Competitive Advantage

When you’re in the middle of strategic planning, you’ll perform market research, which lets you examine the industry your business operates in. Looking at your industry and thinking about ways you can address challenges to your business puts you in a proactive position, which can offer a competitive advantage.

While you’re strategic planning with your team, you’ll look at whether there are any upcoming changes in the industry that can pose a threat to your company. And you’ll look to see where there are opportunities for your small business to grow.

When you identify any threats or opportunities, you’ll address them in your strategic plan. For example, say that—during the strategic planning process—you find out about a startup in the industry that may grow to become a competitor in the next two or three years. You can examine the startup now and see how you can update your products or services to better appeal to customers.

What’s important is that strategic planning puts your business in a proactive position. You won’t be making decisions with a reactive mentality, but rather you’ll be in an anticipatory mindset. This gives you a competitive advantage and a better opportunity to grow and succeed.

For a small business owner, strategic planning helps you create a document that details the current status of the company and the direction you want to take it in. It’s a process that helps your employees understand what the goals and objectives are and that contributes to the growth and success of your small business.

You’ll conduct market research to identify any challenges or opportunities for your business in the future. You’ll brainstorm with your employees on ways to address the possible issues and areas to grow. And you’ll set meaningful, measurable goals and objectives that help keep your business on the direction you’ve set.

The strategic planning process takes time, but both the process and the outcomes are valuable. You may already have goals for your business—strategic planning helps you and your employees develop a way to achieve them.

Have you created a strategic plan for your small business? Has it helped you stay on track? Let us know in the comments.

how do I research my industry…quilt shop.

Hard to develop a plan when I have no employees. No accountability.

Great article

Thanks, Beth!

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Stay ahead with latest marketing trends

Marketing strategy: why is it important for your business growth.

As time flies, have you taken the time to think why your business is not growing at the rate you expect? Why are your business plans failing to bring in the desired result? Are you missing out on something? The answer might just be an effective marketing strategy !

But It’s not too late. In this post, we’ll discuss the importance of marketing strategy and why is it imperative for your business now and in the years to come.

What is Marketing Strategy?

A marketing strategy is a comprehensive plan crafted especially for achieving the marketing objectives of an organization. It gives a blueprint for attaining those marketing objectives. An effective marketing strategy is the building block of a company’s growth. It helps a business to concentrate its scarce resources on the best possible way to help boost sales.

The Basic Components of A Marketing Strategy:

So, why should you have an effective marketing strategy? We have six reasons for you.

Why Marketing Strategy is Important?

You understand your customers.

You can’t sell all things to all people. From a marketing and sales viewpoint, there has to be a certain category of persons or organizations who are most likely to become your long-term customers. When you know who are your customers and what are their needs, you can take their needs, fears, and problems and explain to them how your product or service can meet their needs, alleviate their fears, and solve their problems. An effective marketing strategy defines your target customer/market helping you know exactly who needs your services/products.

You Understand your Key Differentiators

A primary component of your marketing strategy is to determine who benefits from your products/services and how they benefit. Your offerings are better than your competitors’ in some ways and it uniquely benefits your customers. Defining these things strengthens your reason for being in the business and enables you to outperform your competitors.

Gives You the Ability to Communicate Your Value In a Consistent Way

Framing and following robust marketing strategy guidelines is important as it defines how you communicate your value to your customers. You can share your marketing collaterals with anyone – colleagues, marketing agencies, contractors, vendors, salespeople, customers etc. and they can easily understand who you are, what do you offer, what are your principles and objectives and why do they need you. This provides you a consistent face in the marketplace and the confidence to promote your offerings in the target segment.

You Have a Proper Guide for Your Marketing Plan and Budget

Your marketing strategy defines what marketing channels you will use – print media, electronic media, social media, commercials, digital ads, direct mail, hoardings etc. and your plan defines what measures you will take throughout the year within each channel and the timeline for those activities. A strong marketing strategy ensures that the way you promote your business is aligned with your overall business goals. Having robust marketing guidelines enables you to realize the greatest value from your marketing efforts.

You Know What Success Looks Like

A marketing strategy will help you understand what success looks like for your business and show you the right way to measure that success. The goals you set in your marketing strategy will tell the metrices you use to measure the success of your marketing efforts. This helps you get a clear idea of which activities were successful for you and which ones need improvement in future endeavors.

You Achieve an Edge over Your Competitors

When you have a robust marketing strategy in place, you know exactly what you do, who are your target customers, how to go to market, and how you can measure the effectiveness of your marketing efforts. You also come to know your competitive landscape and how you can outpace your competitors. When you have a clear vision of your business, its goals, strengths, weaknesses and competitors, it becomes easier for you to effectively place yourself in the market and achieve a sustainable competitive edge.

The Endnote

Marketing strategy develops brand loyalty and customers for life while providing you a clear path to follow and an effective way of explaining your value to customers. With a researched-based, practical marketing strategy, every effort you take leads towards meeting your customer needs while expanding your customer base and boosting sales.

The importance of marketing metrics in digital advertising

April 15, 2021

Marketing metrics measure the success of marketing campaigns and show how well campaigns are tracking toward key performance indicators (KPIs). They are one of the most important elements of any campaign, and without them, marketing teams wouldn’t have a clear picture of whether their marketing strategy is a success. Here, we’ll explore the basics of marketing metrics and KPIs, share helpful metrics for digital marketers, and discuss which Amazon Ads solutions can help measure campaigns most effectively.

What are marketing metrics?

Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign’s effectiveness. The most appropriate marketing metrics vary greatly from one campaign to the next, but in general they measure the effects of your campaign on audience actions. The right marketing metrics to measure will be the ones that ultimately have the most impact on your business goals, which may be sales generated for one campaign but incremental reach for another. By helping you understand how effective your campaigns are, marketing metrics help marketers optimize their current campaigns and plan for future campaigns.

What are some examples of marketing metrics?

There are hundreds of metrics marketers can use to determine a campaign’s success—it’s a matter of choosing the right one for each particular strategy. Different metrics give you different insights. For example, email opens and clicks can show engagement level, while the unsubscribe rate can indicate if audiences find your content interesting and relevant. Ad impressions and video views help measure your campaign reach. Cost-per-action can help you track the efficiency of your campaign. Here are examples of metrics for various marketing channels that can help marketers make informed decisions about how to best optimize their budgets.

Why are marketing metrics important?

Marketing metrics are critically important because they help brands determine whether campaigns are successful, and provide insights to adjust future campaigns accordingly. They help marketers understand how their campaigns are driving towards their business goals, and inform decisions for optimizing their campaigns and marketing channels. These insights help a marketing team understand if it has achieved its goals in terms of reaching new customers, awareness, engagement, sales, lead generation, and more. These digital analytics also serve as an early warning system if marketing campaigns aren’t performing as expected, and can help with effective decision making to adjust campaigns in real time. Finally, marketing metrics are the primary way marketers can show the impact that marketing and advertising is making for their company or organization. This can inform annual budgets and headcount, making these insights essential beyond ongoing measurement and campaign planning.

Which marketing metrics and KPIs are most important for digital advertising?

Key performance indicators show how well campaigns are tracking against each campaign goal. Though marketing teams monitor a wide variety of metrics, each campaign should only have a handful of KPIs. They should be specific, measurable, and achievable within the campaign timeframe. KPIs change over time, and there is not a set of KPIs that work for every campaign. What’s more, measurement looks different at each stage of the marketing funnel . That said, here are three KPIs and metrics that can be helpful for digital marketers to measure.

1. Lead generation

Tracking new leads generated and conversion rate—or the percentage of leads that become customers—are two of the best metrics for measuring the increase in lead generation from a digital advertising campaign. Users of Amazon Ads can find these conversion metrics in Amazon campaign reporting, and see the breakdown of these metrics by dimensions such as campaign, creative, and product ASIN. Tools like Amazon Attribution (beta), which is a marketing attribution tool focused on measuring non-Amazon campaigns such as email, search, and social, can also help advertisers understand on-Amazon conversion metrics, including detail page views, Add to Carts, and purchases.

2. Return on investment

To measure return on investment (ROI), marketers should compare customer lifetime value (CLV) versus customer acquisition cost (CAC). Customer lifetime value is how much revenue an average customer generates over a specified period of time, whereas customer acquisition is how much a brand needs to spend to gain a new customer. If customer acquisition cost is very high and a customer lifetime value is low, that’s a strong indicator there’s a need for a change in which audiences you reach with your marketing strategy .

3. Impression share

Impression share is the measure of how well a brand is performing on a certain channel in comparison to its total potential audience—for example, how many times your display ad was viewed as a percentage of the total number of potential eligible impressions. An increase in impression share can mean that a brand appears more frequently and has the potential to drive an increase in sales.

Measuring campaign effectiveness on Amazon

Amazon Ads offers multiple options for supporting a metrics-based strategy. For example, Amazon DSP offers, at no additional cost to advertisers, audience insights and performance reporting before and after campaigns. This helps marketers understand which marketing metrics are driving results. Amazon Attribution (beta) is an advertising and analytics measurement solution that can help you track the impact of your non-Amazon marketing channels—including search, social, video, display, and email—in relation to your brand performance on Amazon. Our reporting and measurement solutions can help all marketers—from start-ups to agencies and established brands—accurately measure the impact of advertising and make it easy to plan, optimize, and measure marketing campaigns. Connect with an Amazon Ads account executive to learn more about using these solutions to elevate your measurement strategy.

Why is Strategic Planning Important?

Have you ever wondered what your company’s corporate strategy is? The majority of companies have less than an hour per month to think about their strategy. If you feel that you do not dedicate enough time to strategy, you are not alone.

Before an organization can realize the rewards of its business strategy, it must determine its strategy with a plan’s help. Figure out what drives your strategy and how it can benefit your organization.

Why is strategic planning important? In this article, we explore strategic planning and its benefits.

What is Strategic Planning?

The strategic planning process is a critical business aspect. It is used to prioritize efforts to ensure that businesses are moving in the right direction.

In a way, it is used to align employees and shareholders on the organization’s goals. It is important because it uses the information available to solve problems and prioritize efforts.

Business Strategy is not an event but a process. Opportunities and threats are constantly emerging and require strategic responses.

Businesses should be prepared to respond to these opportunities and threats, successfully or not. More often than not, the strategies that lead to success are created and updated in real-time.

The strategic planning process requires time and takes effort to do correctly. However, it can help you focus your business and set it up for success. Here are three reasons why you should make time for strategic planning.

1. Create a Unified Vision

A corporate strategy affects every employee. It is the company’s vision and a way to reach goals. In today’s interconnected world, having a strategic plan is crucial in creating a unified vision that can align your company and shareholders.

Providing your employees with direction and purpose is key to your company’s growth.

By making them aware of your goals, you can ensure that they know how to help you achieve them. Thus, increasing their sense of pride in their work and the overall productivity and efficiency of your team.

All levels of your organization must align with one another. For instance, if a manager doesn’t understand the strategy, they could counteract the team’s efforts. Your organization must have one unified vision to make decisions that move the business forward.

2. Recognize Your Biases and Flaws in Reasoning

Strategic planning helps you confront your inherent cognitive biases. To take part in this process, you must first explain to your team your reasons for making each decision. Then, back it up with data, projections, or case studies.

Cognitive biases are psychological quirks that lead to irrational decision-making.

Some examples are the recency effect, where you favour the latest outcome because it’s fresh in your mind; Occam’s razor bias favours the simplest or most obvious solution; and inertia bias, which keeps you stuck doing what you’ve always done.

Confirmation bias occurs when people seek to validate a specific viewpoint. If they don’t believe something, they ignore information that supports it. This happens in business, too, as companies seek to prove their points. This is why it’s so important to get feedback from outside sources.

To make a more robust strategic plan, get together with your team and discuss ideas. You can find information that supports or disproves your arguments. One way to combat bias in strategic decision-making is to ask for help from people with different views and opinions.

3. Track Progress towards Goals

A strategic plan is the backbone of a successful business. It allows you to track progress toward strategic goals.

With a strategic plan in place, each department and team understand the larger picture. This creates a top-down approach to monitoring your key performance indicators (KPIs).

To ensure that your organization’s level is aligned and positively impacts your business’s KPIs, you need to define your company’s common goals and strategies.

Then, you can determine key performance indicators for each unit and make sure that they are all in sync with your business’s overall KPIs.

It’s important to remember that even with a sophisticated strategy, it must remain flexible.

A business’s strategy needs to shift with the new challenges it encounters. Be prepared to change your KPIs as goals move and communicate the reasons for change to your organization.

A strategic plan can direct your organization toward success. Today, the strategic planning process is a crucial skill to improve as it can benefit an organization’s vision, execution, and progress toward its goals and objectives.

To improve your strategic planning skills, online courses can provide the knowledge and techniques needed to lead your team and organization.

Business strategy courses can be helpful in many different ways — from basic introductions to key concepts, studies focused on strategy frameworks, and structured courses designed for specific organizational goals.

Learning how to come up with an effective, compelling strategic plan can enable you to invest in your career and provide lasting value to your organization.

About the Author

Eugen Spivak is a multi-award-winning author , business strategist, and a business coach . Eugen is the founder of the Canadian Institute of International Business , an organization focused on a better way to learn business!

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7 Reasons Why Marketing Strategy is Important for Your Business

by Starza Thompson | Apr 17, 2018

I get it. Marketing can be overwhelming. From print ads and commercials to voice search and chatbots, there are a million different channels and activities that you could do to market your business. In fact, I often hear from clients and friends that they know they should be doing marketing, but they don’t know where to start. My reply is always the same: I recommend starting with a marketing strategy .

Marketing strategy is important for your business. So important, in fact, that businesses that have a documented marketing strategy are 538% more likely to report success than businesses that don’t have a documented strategy. Your marketing strategy is Step 0—it’s the first thing you should do before you allocate funds or invest time in marketing activities. It’s your guide to who you target, how you talk about your business, and how you differentiate yourself from all other businesses in your industry. It is the strategic foundation of your marketing house.

So, why should you have a marketing strategy? I have seven reasons why.

Marketing Strategy is Important for Your Business Because

1. you know who your customers are.

We can’t be all things to all people. From a marketing and sales perspective, there has to be a certain type of person or business that is the most likely to become a long-term customer. When you have someone specific in mind, you can take their fears, wants, needs, and desires and show them how your product or service will alleviate their fears, meet their needs, and solve their problems. Marketing strategy defines your target customer/market so that you know exactly who needs your business.

2. You Know What Your Business is and Why It Benefits Others

A major component of marketing strategy is determining who benefits from your product/service, how they benefit, and reasons to believe that benefit. Your business is better than your competitors’ businesses in some way and it uniquely benefits the people you serve. Defining these items strengthens your reason for being in business and enables you to stand out among a sea of competitors.

3. You Communicate Your Value In a Consistent Way

Marketing strategy is important because it defines how you communicate your value to others. You can give your marketing strategy document to anyone: colleagues, marketing agencies, contractors, salespeople, etc. and they will know exactly who you are, what you do, and why you do it. This gives you a consistent face in the marketplace and the confidence that your business will be accurately represented in all areas of sales and marketing.

4. You Have a Guide for Your Marketing Plan and Budget

A marketing plan is how you promote your business throughout the year, and your marketing strategy informs your marketing plan. Your strategy defines what marketing channels you’ll use (print, social media , commercials, digital ads, direct mail, etc.) and your plan defines what activities you will do throughout the year within each channel and the timeline for doing those activities. Your marketing strategy ensures that the way you promote your company aligns with your overall goals, and it enables you to achieve the greatest value from your marketing.

5. You Know What Success Looks Like

Paraphrasing Peter Drucker , you can’t manage what you don’t measure. Marketing strategy will help you define what success looks like for your company and how you can measure that success. The goals you set within your marketing strategy will inform the metrics you use to measure the success of the marketing activities in your marketing plan. You’ll know which activities were successful for you and which need tweaking for the future.

6. You Know How You Stack Up Against the Competition

When you have a marketing strategy in place, you know exactly what you do, who you benefit, how you go to market, and how you can measure success. You also know your competitive landscape and how you can best compete against similar businesses. It gives you a leg-up in your industry, especially if your competitors haven’t documented their marketing strategy. You have a clear vision of who your company is, its strengths, its weaknesses, and everything in between. You know where you win and how to promote your company to win.

7. You Exude Professionalism

When you have a clear understanding of who you are and know exactly how to talk about your business, you exude confidence and professionalism. When you are certain about who your customer is and how you will benefit that customer, you are able to focus your time, energy, and money reaching that customer. Your business will seem more professional because it is more professional with a marketing strategy in place.

With marketing strategy, every activity you do, every action you take leads towards helping your customers solve their problems. Marketing strategy builds brand loyalty and customers for life while giving you a clear path to follow and a concise way of explaining your value to others.

Interested in learning more about marketing strategy? Contact Starza Thompson today to schedule a free 30 minute consultation.

Content provided by Women Belong member Starza Thompson

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Reasons Why Strategic Planning is Important

Detail of a hand making the first move in a chess game, moving t

Arguably, a leading cause of business failure is not having any type of strategic plan. If a business has little idea where it is headed, it will wander aimlessly without priorities, changing constantly, and with employees confused about the purpose of their jobs. This is why corporate strategic planning is critical to business success, even if the planning process takes time and resources.

1) Strategic planning provides clarity, direction, and focus for your organization.

The primary purpose of strategic planning is to connect the organization’s mission and vision by addressing these three questions:

Perhaps the most obvious reason to engage in corporate strategic planning is that it provides direction and focus by way of a written document. Having a clearly articulated mission and vision enables the company to develop a strategic plan that is a literal roadmap for success. Confusion and day-to-day business fires are often reasons why strategic planning yields little results, but these risks can be mitigated by having a plan that is written down, with clear assignments, dues dates, and deliverables, so that employees know what must be executed by when.

2) A strategic plan drives organizational alignment.

A strategic plan isn’t just a document to keep everyone on track. Having everyone participate in the strategic planning process fosters collegiality and creates an opportunity for discussion on the direction of the organization, which is why strategic planning often results in cultural transformation. In addition, the process promotes the open and creative exchange of ideas, including resolving disputes and working out effective solutions.

Most organizations have hard-working employees who put their best efforts into areas that have no effect on strategic success or accomplishing important goals and objectives. Having employees involved in the strategic planning process not only ensures everyone is on the same page when the execution phase of the planning process begins, but also that employees will be able to make better decisions and execute in the best interests of the plan and plan goals. This is why corporate strategic planning serves as the vehicle for answering the question, “How can we better align all our resources to maximize our strategic success?”

3) A plan communicates your message.

Even if you have strong mission and vision statements, most leaders walk around with a virtual strategy locked in their heads. The CEO inherently knows the organization’s strategic direction and the tactics that need to be executed. Unfortunately, if the strategy isn’t down on paper, or if only a small handful of people know the priorities articulated by the strategy, then the likelihood that the strategy is executed effectively is greatly diminished. This is why strategic planning is so important – serves as a communications vehicle for what must be done to create short- and long-term sustainability.

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10 reasons you need a digital marketing strategy 2023

Digital marketing is more important now than ever. Take steps to create, streamline, or optimize your digital marketing strategy (also known as internet marketing) today and safeguard your business against inflation

Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to support digital transformation and business growth, and engage their audiences effectively online.

If your business doesn't have a strategic digital marketing plan (also known as internet marketing) aligned with your business plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.

For each of the ten digital marketing examples, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy in 2023.

Why is digital marketing more important now?

Inflation levels, globally, are rocketing. The US saw a four-decade-high of 9.1% in June , with July and August maintaining high levels of 8.5% and 8.3% respectively. The UK has seen the BoE base rate increase from 0.25% at the beginning of 2022, to 2.25% as of last week on the 22nd of September.

The impact of inflation can be felt in Europe and East Asia too, as the Financial Times tracker demonstrates. In fact, inflation knock-on effects can be felt all around the world.

So, critically, all businesses need to think about the impact of this international phenomenon on customers, production, services, staff, and more. And one crucial aspect of managing and optimizing your business that needs your attention more than ever is your digital marketing strategy.

What is digital marketing? The six pillars.

Digital marketing must support your marketing and business goals, so in my book - Digital Marketing: Strategy, Implementation and Practice - I define Digital marketing, also called online marketing, simply as:

Achieving marketing objectives through applying digital technologies and media.

This is the big picture which you need a strategy to support, but, as we explain on Smart Insights, to be successful in online marketing you also need mastery of the details to compete across the main digital platforms that consumers or businesses use to find and select products.

The algorithms used to power Facebook, Instagram, Google, LinkedIn and the publishers control your visibility and how much you pay, so to get visibility digital marketers need to get to grips with the latest techniques. It’s why my books on professional marketing run to over 500 pages, yet they can only touch on the best practices we detail on Smart Insights.

Before we review the different channels that make up digital marketing, it's useful to simplify since business managers like the owners, finance or operations directors ultimately want to know what they need to invest in at a top level and the returns they will get. There will be a finite budget assigned to online marketing for the year and they want to ensure their team are spending time on the right activities and investing in the right types of media to get a positive return.

The six pillars comprising digital marketing

When training and consulting on digital strategy and as recommended in our free template, I recommend grouping digital activities in these six areas which each need someone responsible to manage them and improve results.

A focus on each of these is important regardless of the size of business. The pillars help show that success in digital marketing isn't just about digital media and platforms, important as they are. Creating an effective digital experience, messaging and quality content to fuel your digital strategy are all vital too.

In today's demanding digital landscape, there is internal and external pressure on marketers to continue to grow during inflation.

Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.

Free digital marketing plan template

Access the Free digital marketing plan template

How many different types of digital marketing are there?

Our six pillars of marketing represent six types of marketing activity, categorized by the role they play in your customer's experiences of your brand.

In smaller businesses, it may be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses.

These 6 types are:

1. Strategy and governance (or management) : Goals – Analytics, Strategy (Segmentation, Targeting, Brand Positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology and data

2. Goals and measurement : Forecasts, digital reporting including KPI dashboards, attribution and customer insight

3. Media : Paid, owned, earned media including Search, Social and Display ads

4. Experience : Desktop / mobile website and apps. Customer service.

5. Messaging : Email, Chat, Social media, customer service, on-site interactions and personalization

6. Content : Product and blog content to fuel content marketing, PDF downloads, Interactive tools

Our free digital marketing plan template has more details on the key decisions for each of these.

This simple division of digital best practices can also help students learn beyond the complexities of the different types. I have created this video to introduce these terms.

How does digital marketing differ for B2B and B2C marketing?

Many of the largest brands in the world today including the digital platforms like Facebook (Meta) and Google (Alphabet) are consumer brands, but when considering how best to use digital strategies, it's important to consider business-to-business brands too. There are many B2B companies which often serve B2C brands.

Smart Insights developed our RACE Marketing planning framework so that it works equally in B2B and B2C markets. This is the case since it integrates your customers' digital experiences interacting with brands across Reach, Act, Convert and Engage - the full customer journey. You can download our free digital marketing plan template to find out more.

The 16 digital media activities forming digital marketing

As I've mentioned, success in digital marketing requires mastering the details. In my book I explain how these 16 examples of different types of marketing technologies span 6 digital media channels, plus a range of paid media, owned media and earned media options.

However, to be truly successful, digital techniques must also be integrated with traditional media such as print, TV, and direct mail as part of multichannel marketing communications. More importantly, now more than ever, you need to be able to demonstrate the value of your work.

The purpose of this article is to uncover 10 reasons why you need a digital marketing strategy, but you can read more about the 16 types of digital marketing techniques with more recommendations and examples in Dr. Dave Chaffey's What is digital marketing ?

How important is digital marketing today?

A simple measure of the importance of digital marketing is how much money is spent on digital media. The latest IAB research on Advertising Spend and Revenue shows that in the United States, over three-quarters of media budgets will be in digital media. We see similar figures from IABS in the UK and European, so this is happening globally.

The IAB also gives an indication of the budget breakdown into digital channels. This is useful since it suggests a mix of the type of marketing activities we should be investing in.

Bear in mind though, that the IAB data is based on data from the largest publishers and platforms, so it is less representative of smaller businesses and underplays the importance of organic search (Search engine optimisation), Digital PR and influencer marketing.

The data shows that, as we would expect social media marketing and search marketing are important digital marketing investments. Yet, the data also shows that digital display and digital video are significant.

Remember, that this is more representative of spend by larger businesses who are now using these channels to replace investment in TV and print advertising.

How will digital channels grow?

As discussed in the latest edition of my book, some have said we are living in a post-digital age since now digital marketing equals marketing, so it shouldn't be considered separately from a strategic point of view.

While the figures above support the contention that digital marketing is marketing, it's dangerous to assume that digital marketing isn't evolving and becoming even more important.

The forecasts from the IAB show that digital marketing will continue to grow in importance over the next few years.

This makes it even more important to have a dedicated digital marketing strategy that is integrated and aligned with your marketing and business strategy to develop your digital maturity.

You can find out more about how to plan and integrate your digital marketing channels across the RACE Framework with our free digital marketing plan template .

How important are jobs in digital marketing?

Another way to assess the importance of digital marketing today is to look at how many jobs are now in digital marketing. Recent research by LinkedIn of the changing marketing jobs landscape shows the importance of digital:

One in every two of the top marketing jobs listed on LinkedIn fall into the digital or media space.

The top fastest-growing roles of the past six months, from the highest to lowest rates of growth, are media coordinators, search managers, social media coordinators, search engine marketing managers, media managers, marketing analysts, email marketing specialists, search engine optimization analysts and digital media managers. LinkedIn reports that among other highly in-demand roles are digital account executives, social media managers, digital marketing managers, copywriters and digital strategists.

As the visual shows, the pandemic has seen the number of remote roles increase dramatically. Whereas just 2% of marketing roles were remote on March 1 2020, today nearly one in 10 are. At the time of the article, had seen a 177% increase in the number of remote job postings for marketing roles in the last six months.

Digital strategy advice for businesses

Within each technique, there are lots of detailed tactics that are important to success. So, they need to be evaluated and prioritized. For example, dynamic content for email automation, website personalization to programmatic, retargeting, and skyscraper content for organic search.

Not sure where to begin? Access our dedicated marketing strategy solutions for Business Members to get your hands on all the tools you need to optimize your marketing strategy across 10 of the hottest marketing channels and strategies.

Whatever you're looking for to take your next steps in digital optimization, Smart Insights has tools, training, and templates to support you in improving your skills and boosting your performance in a challenging landscape for marketers.

The challenges of digital marketing

In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. That's why all our Learning Paths are integrated across the RACE Framework, so you can create one integrated strategy.

Your plan doesn't need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital strategies to SMART objectives within our OSA Framework - Opportunity, Strategy, Action. As a Business Member, we can support you to get it right the first time.

Digital marketing: Opportunity > Strategy > Action

How does your digital marketing compare?

Our Managing Digital Marketing 2020 report found that that nearly half of companies don't have a clearly defined digital marketing strategy. But of those who do, the majority have integrated it into the marketing strategy (the second step mentioned above).

Currently, about 12% are still using a separate digital document, which is the first step in the process towards a fully integrated strategy.

So, what are your next steps to fully optimizing your digital strategy?

I'm sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, email, or social media marketing.

But I'm equally sure that many are missing opportunities for better integration, or are suffering from the other challenges I've listed below. Perhaps the problems below are greatest for larger organizations that most urgently need governance.

From talking to marketers and business owners, I find the creation of digital plans often works best in two stages.

10 reasons why you may need a digital marketing strategy?

It's important to be able to make the business case to invest more in digital marketing since, if you can't convince yourself or your colleagues to invest, then the future of your business is in jeopardy. It's simple, you won't be able to compete to attract new customers in the future.

Incredibly, I originally suggested these 10 reasons to invest in digital marketing twenty years, ago, but they remain important so I have kept evolving approaches to develop digital strategies in line with the latest digital marketing trends .

So, if you don't yet have a strategy, or maybe you want to review which business issues are important to include within a strategic review, we've set out the 10 most common problems, that in our experience arise if you don't have a strategy.

1. You're directionless

I find that companies without a digital strategy (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones.

And if you don't have goals with SMART digital marketing objectives you likely don't put enough resources to reach the goals and you don't evaluate through analytics whether you're achieving those goals.

Our templates can support you to create more realistic forecasts of investing in digital media and improving conversion rates. Use our RACE digital marketing dashboard to simplify your reporting of Google Analytics goals for monthly reviews.

2. You won't know your online audience or market share

Customer demand for online services may be underestimated if you haven't researched this. Perhaps, more importantly, you won't understand your online marketplace. The dynamics will be different from traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications.

Our templates include a customer persona guide and template to help you develop more detailed, realistic personas that map messages and content requirements through the customer journey.

3. Existing and start-up competitors will gain market share through optimizing their always-on marketing

If you're not devoting enough resources to digital, or you're using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!

Always-on marketing refers to the investments in paid, owned and earned media needed across the customer lifecycle shown in Figure 2.1. These are needed to maintain visibility and support conversion and retention continuously as people search for and select products online.

We recommend a 90-day planning approach (template) to prioritize your activities using the RACE growth process that identifies 25 key digital activities you should continuously refine by prioritizing those that matter most.

As a member of Smart Insights, we'll also keep you updated on the latest trends and innovations in your sector. So you can stay ahead and not fall behind.

4. You don't have a powerful online value proposition

As part of defining the scope of opportunity when using a strategic approach to digital marketing, it’s helpful to think about how digital experiences can improve your brand appeal. This involves improving online services, interactive tools and digital audience interactions to improve customer service.

A clearly defined digital value proposition tailored to your different target customer personas will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.

5. You don't know your online customers well enough

It's often said that digital is the "most measurable medium ever". But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of research and website user feedback tools to identify your weak points and then address them.

6. You're not integrated ("disintegrated")

It's all too common for digital activities to be completed in silos whether that's a specialist digital marketer, sitting in IT, or a separate digital agency. It's easier that way to package 'digital' into a convenient chunk. But of course, it's less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.

That's why we recommend developing an integrated digital marketing strategy , so your digital marketing works hard for you! With your integrated plan in place, digital will become part of your marketing activity and part of business as usual.

7. Digital doesn't have enough people/budget given its importance

Insufficient resources will be devoted to both planning and executing e-marketing. There is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.

As a Smart Insights member, you'll have access to strategy and planning tools including performance and digital maturity benchmarking, and regular marketing data reports, so you can keep track of your position in a competitive landscape.

8. You're wasting money and time through duplication

Even if you do have sufficient resources, they may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.

That's why you need to invest in a marketing strategy that works for you and your team, to plan, manage and optimize your digital channels and platforms. Drive the marketing results you need to achieve your business objectives, and boost your marketing ROI.

9. You're not agile enough to catch up or stay ahead

If you look at the top online brands like Amazon, Booking.com, Dell, Google and Zappos, they're all dynamic - trialing new approaches to gain or keep their online audiences.

Our 90-day RACE Growth system approach will support you to create a similar process to improve your results.

10. You're not optimizing

Every company with a website will have analytics. But many senior managers don't ensure that their teams make or have the time to review and act on them. Once your digital channel strategy enables you to get the basics right, then you can progress to the continuous improvement of the key aspects like brand building, site user experience, and lead nurturing.

Transform your marketing strategy and accelerate your results today with Smart Insights

So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing, which you can use to persuade your colleagues and clients.

If you're looking to integrate your marketing strategy, Smart Insights membership is a no-brainer. Since all our marketing solutions are integrated across our RACE Growth System, you can confidently track and adapt the journeys which you know deliver the best results, integrated across multiple channels. Download our free template to find out more.

Don't forget, Smart Insights Free Members can use our digital benchmarking tools to track your progress from initial to optimized. You can identify where you need to improve by downloading free benchmarking templates like this for different digital activities as part of free membership.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here . Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice . My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary . In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question .

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By margo waldrop | content writer.

March 2, 2023 | 6 min read

Listen to article 4 min

Customer-centricity is like a Jenga game. Your target audience is the foundation, the bottom few layers. If these layers aren’t solid and thoughtfully built then the tower is likely to fall.

Putting customers first is the foundation of any brand

‘Build it and they will come’, they said. First, who exactly is ‘they’? Second, it looks like ‘they’ were wrong, at least in today’s highly competitive world of consumerism. Traditionally, companies have followed the pattern of developing products, targeting their messages, and going after customers’ wallets. But today’s consumers are savvy and tired of being ‘sold to’. They want to be heard and have their needs met. If their hard-earned dollars are going to be spent then it must be worth their while.

A recent survey showed that 91% of consumers will purchase from brands that offer personalized offers or recommendations. This reinforces the fact that customers just want to have a voice in the products they are offered. Remember, if you are truly trying to incorporate 'audience first' into your marketing and development, your target audience shouldn’t be a target at all. Instead, let them be the foundation from which your product development and messaging will be built.

What is customer-centricity?

The phrase, “The customer is always right” was never meant to be taken literally, however in the case of customer-centric marketing it does ring true. The reason being that product development and marketing are shifting into understanding the actual needs and wants of consumers and not what brands ‘think’ the consumer wants.

Customer-centricity, also called audience-centricity, puts the customer first and uses data to help develop or improve products and craft intuitive messaging. It is Auntie 2.0., new and improved with much better presents.

Brands must reach past just surveys and focus groups and actually communiate with potential customers. Genuinely understanding your audience is the driver.

Then and only then can your marketing strategy follow suit.

Why is customer-centricity so important?

When eating at restaurants, the waiters don’t bring out the same food and drink to everyone. They ask what you want and how do you need it cooked. They are serving you at a high level because they took time to ask what you would like before they brought anything out to you. This is customer-centricity - customer first .

Customers want products that fit so perfectly into their lives they felt created specifically for them. One-size-fits-all no longer applies, consumers want to be heard and valued. This is the goal of customer-centric marketing, to find out how to best serve the customer from the get-go.

Wrapping up

Customer-centricity is not about lining up products in a neat little row and forcing people to choose. It is about creating a product or even a brand around the actual needs of consumers. Once you take the time to listen and build from there, you will reinforce brand loyalty in the hearts of happy customers everywhere.

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Why Is User Experience Important in Website Design and Development

In today’s digital age, the importance of website design and development cannot be overstated. Websites have become critical tools for businesses to engage with their customers, and a website’s design and functionality can significantly impact the user experience. The user experience, or UX, refers to how a user interacts with a website, which is critical to any website’s success.

In the digital age, a business’s website is usually the first point of contact with potential customers. Therefore, it is essential to make a good first impression. It is where website design and development come into play. Website design involves creating a website’s visual look and feel, while development involves building and maintaining the website’s functionality. These aspects of a website are critical to the overall user experience.

This article will discuss the importance of user experience in website design and development, the benefits of good user experience, elements of good user experience, techniques to improve user experience, and the challenges of achieving a good user experience.

What is user experience?

User experience refers to the user’s overall experience when interacting with a website. It includes everything from the website’s visual design, functionality, ease of use, and accessibility. A website with a good user experience is intuitive, easy to use, and visually appealing. It provides users with a seamless and enjoyable experience that keeps them returning to the site.

Why User Experience Matters in Website Design and Development

The design and functionality of a website can significantly impact the user experience. A poorly designed website can frustrate users, resulting in a negative experience, while a well-designed website can provide a positive experience and keep users engaged. Here are some reasons why user experience matters in website design and development:

Importance of website design

The design of a website plays a critical role in the user experience. A poorly designed, cluttered, or confusing website can frustrate users, resulting in a negative experience. On the other hand, a well-designed website that is visually appealing and easy to use can provide a positive experience for users. The design of a website should be intuitive, visually appealing, and reflect the brand’s identity.

How website design affects user experience

Website design has a direct impact on the user experience. Users may find it either simple or challenging to find the information they seek, depending on how well a website is designed. Using colours, fonts, and imagery can also impact the overall feel of a website. A good design can help users feel comfortable and engaged with the website, while a bad design can lead to frustration and disengagement.

Importance of website functionality and user experience

Website functionality is also critical to the user experience. A website that is slow, difficult to navigate, or has broken links can negatively impact the user experience. Ensuring that a website is functional, fast, and easy to use is essential. A website that provides a positive user experience will keep users engaged, and they are more likely to return.

Benefits of Good User Experience

A good user experience on a website can have a significant impact on customer acquisition and customer retention . A positive user experience can increase website traffic, as users are more likely to recommend the website to others. It can also enhance customer satisfaction and loyalty, as satisfied customers are more likely to return to the website and make repeat purchases. Additionally, a good user experience can improve website performance and conversion rates, increasing the likelihood of acquiring and retaining new customers.

1. Increases the website traffic and customer engagement

A website with a good user experience is more likely to attract and retain visitors. Users are more likely to engage with a website that is easy to use, visually appealing, and provides the information they need. It can result in increased website traffic and improved customer engagement.

2. Enhances customer satisfaction and loyalty

A website with a good user experience can also enhance customer satisfaction and loyalty. A positive user experience can leave users with a good impression of the brand, increasing customer loyalty. Satisfied customers are more likely to return to a website and recommend it to others, increasing brand recognition and customer acquisition.

3. Improves website performance and conversion rates

A good user experience can also improve website performance and conversion rates. A website that is easy to use, fast, and functional can improve the time users spend on the site, increasing the chances of converting them into customers. A positive user experience can also reduce the bounce rate, improving search engine rankings and increasing website traffic.

Elements of Good User Experience in Website Design

Several elements contribute to a good user experience in website design. These include navigation, consistency, page load speed, usability and functionality, aesthetics and visual design, content and information architecture, and accessibility and inclusivity.

1. Navigation

Navigation refers to how users move through a website. Ensuring a website’s navigation is intuitive and easy to use is essential. A website should have clear and concise menus, search functions, and buttons that guide users through the site’s content. Clear navigation ensures users can quickly find the necessary information and reduces frustration.

2. Consistency

Consistency is key to creating a good user experience. Making sure that a website’s design and functionality are consistent across all pages is important. Consistency in design elements such as colours, fonts, imagery, and functionality, like buttons and links, helps create a cohesive and user-friendly experience.

3. Page load speed

Page load speed is critical to the user experience. Slow loading times can frustrate users and result in a negative experience. Optimizing a website’s performance is essential to ensure that pages load quickly, providing users with a seamless experience.

4. Usability and functionality

Usability and functionality refer to a website’s ease of use and ability to perform the necessary functions. A website should be intuitive and easy to use, with clear calls to action and straightforward processes. The functionality of a website should also be reliable, with no broken links or error messages.

5. Aesthetics and visual design

Aesthetics and visual design refer to a website’s look and feel. The design should be visually appealing, reflecting the brand’s identity and values. A good visual design can create a positive first impression and engage users as well.

6. Accessibility and inclusivity

Accessibility and inclusivity refer to how a website is designed to cater to users with disabilities or impairments. A website should be designed to be accessible to all users, regardless of their abilities. It includes features, such as alt tags for images, captions for videos, and keyboard accessibility.

7. Content and information architecture

Content and information architecture refers to how a website’s content is organized and presented. A website should provide clear and concise information that is easy to read and understand. It is essential to ensure that the content is organized logically and intuitively.

Techniques to Improve User Experience

Several techniques can be used to improve the user experience on a website. These include conducting user research and analysis, A/B testing and analytics, streamlining website navigation and functionality, simplified and intuitive design, optimizing website performance and load time, investing in responsive and mobile-friendly design, and prioritizing accessibility and inclusivity.

1. Conducting User Research and Analysis

User research and analysis can provide valuable insights into a website’s users and needs. It can help to identify pain points and areas for improvement, providing a foundation for a website redesign.

2. A/B Testing and Analytics

A/B testing and analytics help measure the effectiveness of different design elements and functionality. It involves testing two website versions and analyzing the results to determine which version is more effective.

3. Streamline Website Navigation and Functionality

Streamlining website navigation and functionality can make it easier for users to find what they require. It involves simplifying menus and content, removing unnecessary features, and ensuring that buttons and links are clear.

4. Simplified and Intuitive Design

A simplified and intuitive design can create a seamless user experience. It uses a clear information hierarchy, easy-to-read fonts, and a limited colour palette to create a visually appealing and easy-to-use website.

5. Optimizing Website Performance and Load Time

Optimizing website performance and load time ensures a positive user experience. It involves compressing images and other media, reducing HTTP requests, minifying code, and using content delivery networks (CDNs) to serve static assets. Improving website performance can reduce page load times, significantly refining user experience and engagement.

6. Investing in Responsive and Mobile-Friendly Design

Responsive and mobile-friendly design is becoming increasingly important as more and more users access the internet on mobile devices. A website not optimized for mobile devices can result in a frustrating user experience, leading to a high bounce rate. A responsive design ensures that a website adapts to the screen size and orientation of the device used to access it, providing a seamless experience across all devices.

7. Prioritizing Accessibility and Inclusivity

Prioritizing accessibility and inclusivity is essential to ensure that a website is designed to cater to all users, regardless of their abilities. It involves implementing features such as alt tags for images, captions for videos, and keyboard accessibility. It also entails designing the website to meet accessibility standards, like the Web Content Accessibility Guidelines (WCAG), for example.

In today’s digital age, a good user experience is critical to the success of a website. A positive user experience can increase customer loyalty, improve website performance and conversion rates, and increase brand recognition and customer acquisition.

To achieve a good user experience, website designers must consider navigation, consistency, page load speed, usability and functionality, aesthetics and visual design, content and information architecture, and accessibility and inclusivity.

By using techniques such as user research and analysis, A/B testing and analytics, streamlined navigation and functionality, optimized performance and load time, responsive and mobile-friendly design, and prioritizing accessibility and inclusivity, website designers can create a website that provides a positive user experience and meets the needs of all users.

If you need help optimizing your business’s website, you have come to the right place! At Techwyse Internet Marketing , we offer a diverse range of digital marketing services . Our expert team is skilled in website design as well as landing page development , conversion rate optimization, infographic development, and so much more. To book an appointment, call (416)-410-7090 or contact us here . Let us take your business to the top!

Post By Thomas C. Peterson ( 1 Posts )

Thomas Peterson is a skilled marketing strategist passionate about crafting compelling messages for businesses of all sizes. He currently works for AverickMedia, which specializes in marketing and advertising services to companies in various industries. With several years of experience in marketing and advertising, Thomas deeply understands how to create and execute effective campaigns that drive results. His writing, editing, and strategy development skills make him a valuable asset to AverickMedia.

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