Alhomrani Group

The dictionary definition for strategy is a long term plan.

When people talk about marketing strategy, it is often wrongly defined in the narrow context of simply advertising or selling – but this is only part of the story.

A marketing strategy is all about the HOW, and specifically provides answers to this question.

How are you going to develop, price, promote, distribute and sell products and services which meet or exceed your target customers’ needs and deliver you profit?

Whether you are a small business or a large corporation, time spent considering and analysing your marketing options, will enable you to choose those approaches which most closely match with what your best customers want, support your brand and marketing positioning – giving you a greater chance of business success.

A strategy also sets the direction for your business, providing you with focus to ensure that all activities are driving towards the achievement of the goals you have set for your business. It helps avoid those unhelpful diversions or a scatter-gun approach to marketing activities which can often lead to valuable time and money being wasted on campaigns which do not appeal to your customers nor support your brand.

Furthermore, doing marketing ‘on the hoof’ is all very well, but it means you are less likely to be able to repeat the activity consistently over time. By applying a simple framework, you will be able to monitor and identify which activities are effective and under what circumstances – and then you can plan to use them again – and more importantly to stop doing the activities which do not contribute to customer satisfaction and ultimately business success.

Joined up thinking and no functional silos

It’s important to remember that marketing is not a stand-alone activity. In order to drive operational effectiveness and deliver a positive customer experience, you need to ensure that your marketing strategies are aligned to your overall organizational goals. By having strong marketing representation as part of your company’s leadership team and ensuring that you have marketing input into your business strategy can help you to build an operational framework which not only meets customer needs in terms of brand values, product range, pricing, communications channels and expectations, but one which is supported by the most appropriate technology, customer service and delivery/distribution mechanisms. Putting in place a truly collaborative and cross functional approach to your business planning and ex*****on whereby your operations, marketing and technology teams work closely together to develop and implement the customer journey together can help you achieve this.

Capacity Planning: Be ready to respond to marketing campaigns before they happen

Over the years I have witnessed the fallout in organizations where a lack of co-ordination, communication and alignment between the marketing, operations and technology functions has resulted in not being ready or able to meet customer demand or enquiries generated through increased marketing activities or a particular sales / promotional campaign.

Imagine this scenario. Your marketing team prepare and launch a new product/service campaign which successfully generates a huge number of customer enquiries into your contact centre. Great! Or it would be if marketing had thought about working in collaboration with the operations function to ensure that they were campaign-ready. Unfortunately they did not. In fact they omitted to inform operations that they were running the campaign, so there are not enough staff available to cope with the increased call capacity, and when customers do manage to talk to a member of staff, they are not aware of the campaign, and do not have the knowledge or information in order to answer customer queries or process potential orders. Result: chaos in operations, demotivated employees, unhappy customers, negative impact on your brand, pressure on product / service delivery teams and potential negative impact on marketing ROI.

Aligned strategies and collaborative working across functions to drive results

Is having a marketing strategy important? Yes – it should be an integral part of your business plans and be aligned to your operational, sales, technology and HR strategies in order to deliver a seamless and positive customer experience and ultimately deliver the results you want.

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