Planning is an integral part of the phenomena called “success”, blend good planning with slick execution and you get “growth”, add an ambitious company “you” to a hard-working and transparent company “us” to produce results which are truly inspirational.
- The planning of a marketing strategy involve sanalysing the following.
- The initial aimsand expected returns.
- Your brand background, present positioning and perception.
- Your audience (broken down in to keysegments).
- Audiencel ocations and value of each audience segment against initial aims.
- The plannings tage deals purely in the analysis and identification of focus are as in order to understand the core story behind your brand.
- The creation stageis purely focused around campaign for malisation. This involves.
- Planning campaign element sbasedupon previous analysis.
- Creating keyperformance indicator sper channel and estimating expected return perchannel.
- Design and build of campaign elements/ channels.
- Planning ande stablishing actual is at ionroutes, communication flowsand expectations.
- The creations tage for each channel finishes on the launchof each channel.
- The actual is at ionfocuses on the deliver you of the campaign, including.
- Building the engagement timeline.
- Engaging with your audience through the engagement loop.
- Sampling progress through a campaign and optimising the campaign message.
- Recording salient information through each campaign step for evaluation.
- The actual is at ions tageruns as amicrocosm of the strat eg yasa whole and relies on rapidres ponses totune the strategy.
- The evaluation of a digital strategy is imperative to learn the lessons of the campaign, including.
- Evaluating KPIs and fiscal achievement.
- Reviewing engagement and unexpected longer term benefits.
- Taking lessons on board to build stronger future campaigns.
- Scoring the strat egyand the benefits that it has given.
- Evaluation improves the effective ness of future campaigns and strat eg ies by be coming the key building blockin planning them.
Optimisation: Constant improvement with lessens learned
Lessons learned through evaluating the campaigns are put into practice.
- Comparative analysis between campaigns to determine the winners.
- Campaign sensitivity checks to give campaigns the extra edge.
- Implementing changes for future campaigns.
- Forecasting ROI on improved campaigns.
Optimisation introduces an iterative behaviour to the marketing model, where data gathered from client responses is accounted for and acted upon in order to consistently keep in sync with market conditions.