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Peter Drucker said, “There are only two activities that create value in a company: marketing and innovation, and everything else is cost.” Marketing is critical in corporate activities. And a good strategy is essential to get the most out of critical marketing.
“Marketing strategy” that determines the value a company creates as well as the daily activities of marketers. We ’ll show you how to stand up with specific steps.
Table of contents for "How to set up marketing strategies and practical examples"
What is a marketing strategy?
4 steps of marketing strategy planning
Methods and frameworks can only be strategic
Examples of marketing strategies
Custom of marketing strategy
What is a marketing strategy?
What is a marketing strategy?
To whom
What value
How to provide
Is to determine.
In marketing textbooks, “who” is “segmentation” and “targeting”, “what value” is “positioning” and “value proposition”, and “how to provide” is “4C”. Each will be explained according to a typical procedure.
I can't ask people now! Features and benefits of “marketing automation”
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4 steps of marketing strategy planning
① Internal and external environmental analysis
The legendary military thinker, Son, said, “If you know him and know yourself, it ’s almost a hundred battles.” The first step in strategy is to understand customers, markets, competitors, and the company.
SWC analysis that analyzes factors in four categories: Strengths, Weaknesses, Opportunities, and Threats. Furthermore, for marketing of businesses that create new markets such as AI, sharing economy, and blockchain, internal and external environments such as PEST analysis that analyzes the macro environment of political Politics, economic economy, social society, and technology technology Analyze the environment in which your company is located, using a framework that is useful for analysis.
Of course, not only rely on data such as marketers' frameworks and market research, but also go to the site where they interact with customers in the spirit of `` the incident is not happening in the conference room '' Collecting information is the most important thing.
Good analysis is essential for good strategy planning. Let's check with strict eyes within the management team and marketing team whether it is an analysis that is convenient for the company or whether it is a delusion far from the actual situation.
To whom
Next, define the target customers. The first step is to segment the segmentation market and understand the market structure to determine the target.
Various axes such as industry type, business type, sales scale, region, age, hobbies, and past behavior data can be considered, but the best results will be achieved depending on how the market is subdivided from among infinitely possible axes Whether you can find a target that can be used.
This is exactly the heart of the marketing strategy. Marketer's sense and skill are asked. We recommend that you incorporate external third-party opinions, redefine better axes from the results of your marketing activities, and take the utmost care and maximum energy into segmentation.
Once you are satisfied with the segmentation, it's time for the “targeting” process to determine the target target. Find a target that has a strong sense of challenges, uses your strengths to deliver the best results, and has a clear advantage over your competitors, and concentrates your resources there.
③ Determine what value to provide
Once the target customers are determined, define what value they will provide to them.
Why do customers choose your company's products and services as the market matures and various products and services overflow?
What challenges do customers' products / services solve, what benefits can be gained by purchasing, and what are the differences compared to competing products / services? Establish positioning with competitive advantage and declare the value provided by the company as a value proposition.
Value Proposition is a guideline for corporate activities such as sales, support and product development as well as marketing. In many cases, we will consider the management team, but at that time the types of racing strategies advocated by Michael Porter, “cost leadership strategy”, “differentiation strategy” and “concentration strategy” are very It will be helpful.
“Cost leadership strategy” aims at the lowest price in the industry, “Differentiation strategy” aims to provide unique value and higher added value compared to competitors, and “Concentration strategy” focuses on industry, customer and application This strategy aims to concentrate resources on a specific layer. Michael Porter says, “You must choose one of the three strategies,” but the marketer always asks if the value propositions that have been established are not decentralizing management resources. I have.
④ How to provide
After deciding who and what value to offer, the next step is to think about how to deliver that value to customers.
Previously, 4P of product Product, Price Price, Distribution Place, and Promotional Promotion advocated by American marketing scholar Jerome McCarthy in the 1960s was used, but American scholar Robert Lauterborn in the 1990s Recaptured 4P from the customer's perspective and advocated 4C.
4C is an abbreviation for Customer Value, Customer Cost, Customer Convenience, and Communication with Customers.
Customer Value Customer Value is equivalent to “② What Value”, but Cost Cost is not only the amount of money generated by introducing products and services, but also time, effort, psychological burden, customer Convenience refers to the convenience and convenience for customers to obtain products and services. In addition to considering the places where customers purchase products and services, such as dealers, catalogs, door-to-door sales, and the Internet, the website's usability and accessibility, as well as payment and receipt methods, are only from the customer's perspective. , Think of an easy-to-use route. The last communication is the relationship between the company's PR / promotion activities, how to convey messages to customers at events, catalogs, websites, press releases, etc., and what they want to feel. It determines what will be built.
If you think about how to provide value to your customers with the 4C framework, you will have complete who, what value, and how to provide it.
I can't ask people now! Features and benefits of “marketing automation”
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Methods and frameworks can only be strategic
Analyze internal and external environments, determine who, what value, and how to provide them. Utilize marketing techniques such as lead nurturing and content marketing as strategies and tactics to realize strategies. To go.
For example, when lead nurturing is incorporated into marketing activities, if there is no strategy, it will be an inefficient activity to distribute the company's new product information by e-mail to all acquired business cards. . On the other hand, if there is a clear strategy, the target customers, information to convey, e-mails to convey, sales people, websites, etc. are determined automatically. Efficient marketing activities become possible as the strategy stems from abbreviating battles.
Examples of marketing strategies
This time, we will introduce examples of marketing strategies that are implemented by user companies School Dude and Marketo.
1 SchoolDude case study
School Dude has deployed management solutions for over 6,000 institutions in the US, Canada, Europe, Middle East and Australia for the education period. We succeeded in marketing strategy using the framework of ABMAccount Based Marketing, which is expanding rapidly in the world of BtoB marketing.
The company has developed the following marketing strategy:
[To whom]
Higher education and existing customers segmented into 30 groups
[What value] For the
higher education industry, the latest information on the industry, various useful content such as blogs and videos, information from School Dude
[How or] to provide to
use the Web personalization of Marketo, according to the visitors, display different content on the Web site. Get registered for webinars and annual user conferences
As a result, 30 out of 500 webinar registrants came from this strategy, and the number of registered user conferences on the east coast increased by more than 400.
2 Marketo US headquarters case study
When we started to enter the education industry, we made the following marketing strategy.
[Who]
Segment by the specific group location, size, and current marketing automation tools in the education industry. In addition, influencers and decision makers within the target company
[what value]
supports the development of medium- to long-term relationships with customers from lead acquisition to advocacy
[How to provide]
messages and content Provide a seamless multi-channel experience through personalized targeting emails, personalized content websites and landing pages, Facebook ads with customized message groups, Google Display Network, and LinkedIn display ads. The sales team handles inquiries, downloads eBooks, and registers for webinars. Connect to product introduction
As a result, the marketing team gained more than three times the recognition needed to achieve the goal, and the sales team exceeded the goal.
Custom of marketing strategy
I write that “strategy” stands for battle, but marketing results can be obtained by carefully identifying where and how we can win. However, despite the fact that it does not match the company's marketing strategy, it has introduced a trendy method, or the strategy has not been reviewed even though customer needs and competitive movements have changed, or "I will not fight" There are still many companies with low awareness. As introduced this time, “marketing strategy” is a very simple and basic one that defines “who”, “what value” and “how to provide”. By all means, please make a habit of planning a strategy when you carry out any marketing measures.