tipser

[tipser]

Marketing strategy

What is a marketing strategy 

Any company, regardless of its size and field of activity, needs to have a clear development plan. A marketing strategy is a comprehensive plan to promote a business and increase sales. It is developed for a period of one to five years, depending on the scale of the enterprise and the variability of the market niche. 

The strategy indicates the general direction of the brand development, its actual position in the market, the availability of the necessary resources. The specific steps to be taken to achieve the goals are displayed in another document - the marketing plan.

The marketing strategy is regularly adjusted and updated as the economic environment changes, new laws appear, and competition becomes stronger. 

In the article we tell what is included in the marketing strategy and how to develop it.

What is included in a marketing strategy

Before developing a marketing strategy, the company's marketers study the market: they determine the needs of customers, analyze pricing processes and tools for promoting competitors. Then they analyze the resources of the enterprise and determine the planning horizon. 

After that, 4 key components of the marketing strategy are developed.

Measurable and clear goal

Typically, the goal of a marketing strategy is consistent with the current business plan of the company and is related to increasing sales, bringing a new product to the market, or conquering the next niche . Depending on it, marketing tools are chosen that will help you achieve results faster and at a lower cost.

The goal of the marketing strategy should be:

measurable - expressed quantitatively;

understandable - unambiguous, without the possibility of ambiguous interpretation;

urgent - with a clear period during which the company must achieve the goal;

realistic - based on business opportunities and market features. 

An example of a well-formulated goal: “Increase sales of electric fireplaces in the regional market by 15% by the 1st quarter of 2023.”

Goal types: 

market: for example, to increase the share of the business in the market;

production: speed up, reduce the cost, scale production processes;

organizational: increase the efficiency of the company by automating the business or training employees;

financial - to increase profits, revenue, profitability. 

Business Positioning

The market value of services and goods largely depends on the positioning of the brand and its unique selling proposition. The company needs to indicate which product class its product belongs to and make the pricing policy clear to the buyer.

It is important that a holistic image of the brand is formed in the minds of the target audience. If he writes about certain values ​​on social networks, and about others on his blog, customers begin to doubt his sincerity and reliability. Therefore, marketers will coordinate all the actions of the company with its official positioning. 

Description of the range

A marketing strategy is developed taking into account the assortment matrix of the enterprise - a list of goods and services. 

The order of building the assortment matrix:

consumer demand analysis;

niche definition;

assessment of the assortment policy of competitors;

determination of groups of goods and prices for them;

deepening the product range;

assortment balance analysis.

While the company is operating, its range is constantly changing. It is important to take this fact into account when adjusting your marketing strategy.

Marketing plan

This is a document that describes a business's plans to increase sales over a period of a month to a year. It indicates upcoming marketing activities with deadlines, performers, budget and expected results. 

How to develop a marketing plan:

Study the company's business: why do consumers buy from you? How effective are different promotion channels? Is customer loyalty high? 

Study competitors: online and offline points of sale, promotions, pricing, marketing channels and how consumers perceive them. 

Set realistic goals and objectives based on the results of the analysis. For example, increase the profitability of the business by 20% or increase the average purchase price by 10%. 

Develop a plan to achieve the goals: describe the steps for each area of ​​marketing, make a list of tasks, determine the performers, deadlines, budget and expected results. 

Take into account the risks: delaying the launch of the campaign, laying off employees or cutting budgets.

Which companies need a marketing strategy

Marketing strategy is a marketing systematization tool. Systematization of tasks makes marketing more predictable and controllable. Forecasting and control are necessary for both startups and corporations, the only difference is in the amount of allocated resources. 

If the company employs up to 10 people, it is unprofitable to spend time developing a strategy, you can limit yourself to a marketing plan. 

Situations when a marketing strategy is needed:

market entry or rebranding;

difficulty setting and achieving marketing goals;

company stagnation. 

After developing a marketing strategy, the company sees its real resources, opportunities and development prospects. 

Types of Marketing Strategies

Global

The goal of the global marketing strategy is to expand the geography of the company's sales. 

Her tasks: 

entry into the international market;

production of products according to international standards, taking into account the needs of customers from different countries;

partnership with foreign brands.

The global marketing strategy is used by well-known brands. For example, KFC opens restaurants in different countries: it explores the tastes of customers in the region and creates a special menu. For example, in the Philippines , a significant part of the menu is prepared with cheese, and in Spanish KFC restaurants they serve chicadilla, a dish based on a traditional quesadilla in the form of two wheat tortillas with chicken between them.

Basic

The goal of a basic marketing strategy is to increase the rate and volume of business growth by scaling production or reducing costs. 

Strategy objectives: 

making the company a market leader;

detuning from competitors;

cost reduction.

Businesses that adhere to a basic marketing strategy focus on developing a niche product. For example, Porsche produces passenger sports cars and SUVs for the premium segment. 

Competitive

This type of marketing strategy relies on the competitive advantages of the business. It is based on the distribution of forces in the market and the position of the company in relation to other brands in the industry.

The company can hold the following positions:

"Leader" plays a leading role in the market, attracts customers through advertising, online marketing or expanding the functionality of the product.

"Follower" analyzes the activities of market leaders, copies their marketing decisions.

Challenger builds a marketing strategy based on the weaknesses of competing companies.

"Nisher" focuses on one or two segments of customers who do not use the services of market leaders.

Growth Strategies

The purpose of the growth strategy is to increase profits by scaling production, expanding sales regions. 

Implementation methods:

market penetration - the company strengthens its position without changing either the product or the sales niche;

market expansion - search for new geolocations or niches for the sale of goods;

product expansion - launch of a new product category in the developed market;

diversification - delivery of new products to new markets;

Acquisition – Increasing sales by acquiring another business. 

Diversification is used by the Ozon marketplace . It started in 1998 as an online bookstore. In 2001, the company's assortment expanded: it switched to multi-category sales. 

Levels of Marketing Strategies

Marketing strategy must be developed at all strategic levels of the enterprise.

Corporate . If a company manufactures and sells more than one type of product, it needs a corporate marketing strategy. At this level, the goals, mission and positioning of the business are formulated.

Competitive . The enterprise chooses the types of marketing strategies to form long-term competitive advantages in specific market segments.

Operational (grocery) . This is the level of determining marketing tools for promotion within the framework of the chosen strategy, developing pricing, product and communication policies.

Business unit level . The company conducts marketing analysis, segments the market and develops business strategies for each line of business.

Structure and content of the marketing strategy

There are no uniform requirements for the design, structure and content of a marketing strategy. Each company creates this document based on its business objectives, scope of activities and budget for promotion. 

The usual structure of a marketing strategy is:

Market analysis. It helps to make management decisions for the promotion of goods and services, taking into account the needs of consumers. 

Target audience segmentation . Typically, customers are grouped by socio-demographic characteristics or by the average check. 

Positioning work. The company formulates a unique selling proposition, determines its competitive advantages, and develops a corporate identity.

Creation of a marketing complex. This is the choice of promotion channels in the market, the formation of pricing policy and product strategy. 

Stages of developing a marketing strategy

Analytics.

Marketers or sociologists study competitors, target audience, products and company capabilities. 

The analysis takes into account external and internal factors according to the SWOT model, in which:

S - Strengths - business benefits;

W - Weaknesses - his weaknesses;

O - Opportunities - opportunities; 

T - Threats - external threats that the company cannot influence.

In external threats, marketers take into account macroeconomic, political, social, technological and international factors that affect the market niche. Plan development.

At this stage, the company formulates business goals, makes pricing, reconsiders positioning, determines the objectives and budgets of marketing campaigns. The result is a marketing plan for the enterprise. Evaluation of effectiveness and adjustment.

Marketers analyze the results of each of the stages of the strategy implementation, if necessary, adjust the tasks and expected KPIs .

Marketing Strategies Examples

Consider the marketing strategies of two major brands, Lamoda and McDonald's. 

Lamoda

According to data for 2021 , the audience of the Lamoda online store is 3.5 million people, delivery of orders by courier service and through pickup points is available in 150 cities of Russia. The company's net turnover in the 2nd quarter of 2021 amounted to 18.6 billion rubles.

Lamoda was founded in 2011 as an online clothing and footwear store. Gradually, the company increased the range and changed the scheme of work with suppliers. 

Today, its assortment matrix includes cosmetics, perfumery, household and sports goods. The marketplace provides advertising support for brands, develops its own logistics system and takes a commission from suppliers only for purchased goods. 

Lamoda marketing tools: 

Online store with personal user accounts. The company sends push notifications about promotions and discounts on the products it likes, and keeps order history. Each customer accumulates loyalty points, which affect the level of his personal discount. 

Full featured mobile app. If there are goods in the basket, push messages are sent with a proposal to complete the checkout. 

Contextual advertising in Google, Yandex and MyTarget for brand queries, product names, categories. Retargeting products that the user viewed but did not purchase. 

Target audience research. Lamoda conducts surveys on the operation of the mobile application and the online store. For participating in them, people receive promotional codes, loyalty points or souvenirs. 

A fashion blog that talks about fashion trends, collects looks of the week, and publishes product selections. The information is duplicated in a mobile application in the story format. 

Promotion with the involvement of opinion leaders . Lamoda broadcasts with celebrities and bloggers, creates personal promotional codes for influencer subscribers, and makes advertising integrations with celebrities such as Ida Galich, Ksenia Sobchak, Alexander Rogov. 

SMM promotion. The online store has accounts in VK, Instagram, Facebook, Youtube. 

The goal of the company's marketing strategy is to increase the buyback percentage of goods. 

What is important to remember 

A marketing strategy is a business development plan that covers all the factors that lead to increased profits. It indicates the vectors of the company's development and the resources necessary to achieve the goals. 

The marketing strategy of an enterprise should have a measurable and understandable goal, a description of the assortment matrix, business positioning and a marketing plan.

To develop a strategy, you need to study the business and market niche using a SWOT analysis, set a realistic goal, develop a marketing plan and follow it, making adjustments if necessary.

[tipser]

Why marketing is your superpower

Everything is sad with small businesses: 93% of new organizations do not live up to three years. Last year emphasizes this: 2.14 times more companies went bankrupt in Russia than opened.

Why?

1. Small businesses have a hard time because of competition. A small coffee shop is fighting for the consumer's wallet not only with the same coffee shops, but also with cereals like Coffeemania.

2. People get poorer - they spend less. This means that coffee is not taken away, but at home from a coffee maker.

3. Entrepreneurs overvalue the market or their product. Because they do not know their audience, competitors and market opportunities. It's like opening a coffee shop in a residential area hoping for a miracle.

4. Entrepreneurs do not trust specialists, although they themselves do not understand marketing. They are chasing followers on Instagram because it is fashionable, and not for any specific reason. The design is approved because the wife likes it, not the target audience. They participate in exhibitions where a competitor has shown up, because "we are no worse." And further down the list.

To solve such problems, a marketer is usually needed. But the reality is different: marketers are busy serving banquets, yellow price tags, banners and other management orders. Comprehensive work on promotion does not even begin, and the priority is turnover. This is because the leader has a unique gift of entrepreneurial insight, he knows better what is more important. After all, who calls the music?

It turns out that a marketer in Russia is an administrative manager with a creative bias.

This, of course, can be attributed to a lack of resources, deadlines, the struggle for survival. But even grabbing everything in a row without a clear strategy and meaningful priorities, you will not be able to manage marketing or expect results from it. Nobody needs surface products.

How to be?

The answer is in the same marketing, you just need to dig deeper. Marketing is not just about Instagram stories or outdoor banners.Marketing affects almost the entire organization:

• Business. Marketing helps create a product that people want. Specialists identify who the target audience is, what problems they have, in what market and with whom they have to fight for it. Analytical support for strategic decisions is one of the main functions of marketing.

• Corporate culture. To win the trust of an external client, it is important to win the trust of an internal one. A company with an engaging culture, with clear goals and strong values, always has an aura of attraction. Marketing in conjunction with HR just helps to build such a culture.

• Package. Decide on values ​​and study your audience. Now it is easy to visualize how the company or product should be positioned and look like. It remains to build bridges with the audience with the help of associations, design and tone of communication.

• Promotion. The company activates everything it was preparing for: communicates with its audience, with the right tone, in an understandable design language, moves within the framework of the strategy and according to the prepared plans. It is here that all online and offline promotion tools are connected.

• Client. Attracting a customer is not enough, he still needs to be stimulated to make a purchase, serve, retain, and then count everything. Analytics is especially important. Here you need to evaluate the effectiveness of marketing: compare KPIs, identify losses at all stages of the funnel, get rid of non-working hypotheses and develop working ones.

It's all about consistency - marketing cannot be considered something isolated, it exists in all planes of value creation.Deepening into each makes it possible to find your own unique superpower.

Moreover, business problems and the corona crisis leave no choice: in order not to get lost in the modern jungle, you need to be mega-competitive.

[tipser]

Best Digital Marketing Blogs

Blogs have become an integral part of our lives, today it is difficult to imagine a person who would not read various blogs, whether it is a housewife who is interested in new culinary resources, a student studying a foreign language or an entrepreneur who is looking for new tools to develop her business. Today on the Internet you can find a blog on any subject. I am primarily interested in professional communities that focus on marketing, design and advertising. Today I made my personal selection of blogs about digital marketing, which, in my opinion, are the most informative and interesting.

Image Source: marketsplash.com

Blogs about Internet marketing and PR

1. TexTerra Daily

A treasure trove of information about internet marketing, content marketing, copywriting and much more.

2.Ingate _

All about internet marketing, ecommerce. There is a lot of theory, but there are also cases from company practice.

3.SMMPlanner _

A blog about social media marketing.

4. Netology Media

Blog of the University of Internet Professions Netology. They write about everything related to Internet marketing.

5. Polylogue

Blog of the Polilog agency about PR - interesting cases are analyzed.

6.Mediabitch _

Blog about PR by ex-Pressfeed editor Rosalia Kanevskaya

7. Like

A publication about digital, social media and creative marketing. Lots of cases and interviews.

8. PromoPult

Blog of a company engaged in online promotion. Lots of information about social networks, SEO and contextual advertising.

9. TeachWiki

A blog platform where articles are published, of course, not only about marketing, but you will still find a lot of useful information on this topic.

Start Reading this article: Hidden Marketing: what is it?

10. Alaich

Alexander Alaev's blog about SEO.

11. Semantics

As they write about themselves, “the Semantica blog was created for self-education of beginning SEO specialists, advertisers, internet marketers, copywriters, as well as entrepreneurs and digital specialists.” The publication topics are appropriate.

12. Rusability

They write a lot about social networks and SMM.

13. Mello

Cases and life hacks on SEO and contextual advertising.

14.1PS _

The blog is very diverse in topics - from Internet marketing to writing the right texts. A lot of interesting.

15. Blog of the Agency for Selling Texts by Dmitry Kot

More about what selling texts should be.

16. Tilda

Official Tilda blog - information about updates, manuals and help.

17. Blog of the publishing house “Mann, Ivanov and Ferber”

Lots of useful information about entrepreneurship, its philosophy and good books.

18. Event marketing from A to Z

All about events, as the name implies.

19. Internet marketing from A to Z

Only cases from the practice of different companies are published here.

20. Blog of a lazy SMMer

Blog of the founder and director of the SMM agency “Ivanych” Alexander Chizhov. Everything is about promotion on social networks, mainly on VKontakte, which is logical, given the location of the blog on this network.

21. Native

Blog of SMM specialist Alexey Tkachuk, dedicated to social networks. A storehouse of information for those who want to learn how to use promotion tools in different social networks and keep abreast of various innovations.

22. Yagla

A blog for a company specializing in contextual and targeted advertising, but they write not only about these tools, but about digital in general.

23. PR-CY

SEO agency blog, accordingly, most of the materials are devoted to SEO and everything connected with it.

24. ppc world

Digital agency blog. Many articles about targeting, context, SMM.

25. eLama

Blog of an agency for setting up contextual and targeted advertising. They write about marketing in general, SMM, Yandex.Zen, etc.

26. Exiterra

Internet marketing agency blog. Accordingly, they write about everything that concerns this Internet marketing - target, context, SMM, pricing, etc.

27. Pressfeed. Magazine

Well, where would we be without our cozy brand media service for journalistic queries, Pressfeed. We write about PR, content marketing, media, journalism, copywriting and those marketing technologies that allow you to promote with a minimal budget, or even for free.

Email Marketing Blogs

28. eSputnik

29. Email Soldiers

30. Unisender

31. Emailmatrix

32. ePochta

Blogs for everyone who works with texts

33. Directory "Glavred"

Not really a blog, but a special section with useful articles on Maxim Ilyakhov’s website “Glavred”. All about how to work with texts.

34. Ilyakhov

A little more from Maxim Ilyakhov. About texts, as well as journalistic and editorial work.

35. Itirium

The blog of the content agency Itiriy grew out of the blog of one of the creators of the agency, Alexey Alexandrov. They write about copywriting and commercial writing.

36. Let's do it

Content marketing agency blog Let's do it. All about texts and copywriting.

The material uses gifs from Giphy.com .

[tipser]

Sitemap: What is it? And What are the two main types of sitemap

What is a Sitemap?

Simply put, a sitemap is a map or diagram of a website that shows users and bots of various search engines such as Google, Yahoo, Bing, etc. to understand the overall picture of our website, what the website is about, what pages and posts there are.

If we compare our website to a 'book', the Sitemap itself will be like a 'table of contents'. In this article, we, Ming people, will take you to read more information about Sitemap.

What are sitemaps?

Consider what types of site maps exist, in what cases they are used. There are two types of sitemaps: xml sitemap and HTML sitemap.

HTML Sitemap

An HTML sitemap is essentially a single page listing links to the main sections. You have probably met them on various web resources (mainly at the very bottom). They are more intended for users than for search engines, so they have some limitations. For example, it is not recommended to post more than a hundred links here. But such a large number, as a rule, is not necessary.

An HTML sitemap is a useful element in terms of ease of navigation. It can be made more visually appealing using CSS styles, Java-Script, and other modern layout tools. But for indexing and SEO promotion, a sitemap in xml format plays a much more important role.

Sitemap.txt example

In a text file, URLs are simply written as sets of strings:

https://www.site.ua/page-1.html

https://www.site.ua/page-2.html

XML Sitemap

XML sitemap is a file in xml format that is placed at the root of a web resource, where an ordinary user does not have access. But it is seen by Google search engines and others. Unlike HTML sitemap, xml map allows you to place much more links (up to fifty thousand). In addition, you can specify the frequency of web page updates and priority for it.

Note! If you need to put more than 50,000 pages into your sitemap, you will need to create multiple XML maps rather than trying to add more links to one file.

We also add that there are special xml sitemaps for pictures and videos. But they are rarely used, because their role for the site's SEO indicators is not important.

[tipser]

What is marketing? All about marketing in simple words from A to Z

What is marketing? What are its goals and functions? Applications and tools? We will tell you everything in simple words, squeezing out the maximum benefits and benefits for you and your business! In return, please leave a reaction and share our channel with your friends!

Marketing is essentially about identifying a client’s need through advertising or production in order to increase the turnover of our company. For example, we can release some kind of product, and then launch some kind of promotion for this product, and after the end of this company, we read the analytics, calculate the profits and draw conclusions: super, gun, cool?! Or: oo-oo-oo-oo! Yes, my friend, we didn’t guess right at all! Everything is bullshit, let's do it again: D

What is marketing? Marketing goals? Marketing tools?

What is marketing

It’s almost 2023, and marketing, although it appeared in the early 1900s (more on that later), is strangely enough still developing! And it’s not just developing, but developing in such a way that it’s impossible to keep up with it: D And for example, if not so long ago the concept: Internet marketing simply did not exist, now no business can do without this concept) And if before you If you see a businessman or manager who says that this is all nonsense, then urgently send him our channel so that he changes his thinking and attitude, because otherwise, this is a gross violation and a crime and his business now clearly survives only due to some strong psychotropics:D

Because today you can find about more than 100 definitions of what marketing is. Just think about it! There are just over 100 definitions, but what if you dig further and deeper? This is absolutely trash! But you're lucky! You have us :D Today we will compress everything as much as possible! Let's tell you only the essence and what is most important - in human language: D. For example, out of these over 100, we will highlight 7 that best reflect what we are talking about:

“Marketing is about creating an idea for a particular product, packaging it and putting it in the hands of the public. This means preparing the product, getting it to market, and placing it there in such a way as to achieve the greatest possible sales and the greatest possible response." - writer, creator of Dianetics and Scientology L. Ronald Hubbard

“Marketing is the process of identifying, predicting and creating consumer needs and wants and organizing all the company's resources to satisfy them with great overall profit for the company and the consumer” - marketer Bernie Goodrich, USA, 1960.

“Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large)" - American Marketing Association (AMA).

“Marketing is the art and science of targeting the right market, attracting, retaining and growing customers by creating confidence in the buyer that he represents the highest value for the company”, as well as “an orderly and purposeful process of understanding consumer problems and regulating market activities” — Philip Kotler (b. 1931), international marketing professor and author

“Marketing is your every act of acquiring or retaining a customer.” — Marketer Rick Crandell.

“Marketing is grouped and thoughtful moves (strategy), as a result of which recognition will increase or sales will increase” - entrepreneur Elbrus Gasanov and director of a large company.

“Marketing is a behavioral science that seeks to explain the relationships that arise in the process of exchange” - James Hunt, American writer.

The history of the emergence and development of marketing

Trade relations between people have existed for a long time, and until the 1900s there was complete chaos! There was unorganized competition, complete disregard for customer needs, and so on. Due to this, in the early 1900s, society began to pay attention to this and a newfangled word appeared - distribution, which was later renamed marketing.

If you briefly go over the years and do not loosen up so that there is not a lot of water, then:

1902 - teaching of marketing in universities is introduced in the USA;

1910-1920 - the beginning of the development of the theory about market regulation tools

And then you can briefly say about the whole development, which is divided into 5 stages:

1905-1960 The fundamental theory of marketing was created - the concept of improving production;

1961-1970 The consumer was the central actor. At that time, the situation on the market was as follows: demand exceeded supply;

1971-1980 Trade comes first. Fierce competition in the market leads to the fact that the manufacturer is trying to transfer all communication with customers into the hands of trade;

1981-1990 Management appeared - a production management system;

1990 - present V. This historical period is associated with the emergence of the theory of the market network

Goals and objectives of marketing

The main marketing objectives consist of 4 stages:

Maximizing the highest possible level of consumption

Maximizing Customer Satisfaction

Expansion of choice, range of goods or services

Improving the quality of life

And here are the tasks from as many as 17 stages:

Creation of a competitive strategy in the modern market;

Research, analysis, assessment of the needs of real and potential buyers. This task requires special attention;

Marketing planning in the development and positioning of a new product (service);

Providing after-sales service and improving the service policy;

Marketing communications. The task is to tell competently about the product;

Research, analysis, evaluation and forecasting of the state of real and potential competitors;

Production and competent marketing of goods and services that meet demand. Increase in production volumes, sales;

Analysis of the activities of competitors, their policies;

Formation and continuous improvement of the assortment policy;

Analysis of the pricing system and development of the pricing policy of the organization;

Market segmentation;

Constant updating of goods and services, ways of their marketing, improvement of technologies;

Flexible response of the organization to constantly changing demand;

Promotion online and offline;

Formation of the image and reputation of the company;

Finding the most profitable distribution channels;

Creating a sales funnel and strategic planning for business development and policy.

goals and objectives of marketing

Marketing Functions

Marketing functions are essentially the rules of the game and they reflect the essence of marketing. And here they are:

Analytical function - as a rule, the study of external and internal factors of the organization, as well as the taste of the consumer and the range of goods.

The production function is all about new technologies, production, purchasing and quality management.

The function of management and control is planning, communications, information support and risk management.

The function of sales is pricing and product policy, as well as product distribution and expansion of demand.

An innovative function is the creation of a new product or service.

Marketing Applications

There are at least 9 areas where you need to implement marketing, now probably someone will be surprised, even if they did not think about it:

goods market

service market

industrial market

personality marketing

job market

real estate and securities market

realm of ideas and information

scope of activities and events

market struggle for territory.

marketing

Classification and types of marketing

In fact, this is a very extensive stage in which there is a lot of information. And if you describe from beginning to end, then the article will stretch for exactly the same number of characters that has already been written from the beginning of the article to this point. Therefore, now there will be a squeeze and the main essence. If you need detailed information, then just write to us in the comments under the article we will answer your questions)

Marketing depending on market demand:

traditional

conversion

stimulating

developing

supportive

remarketing

synchromarketing

counteracting

demarketing

Marketing depending on market coverage:

mass

concentrated

differentiated

personalized

Marketing by consumer type:

B2B

B2C

B2G

Marketing by place of application:

Internet Marketing

offline marketing

digital marketing

Marketing by goals:

commercial

non-commercial

consumer

industrial

intermediary

Strategies and marketing plan

Marketing strategies are classified according to the direction of activity:

market expansion strategy

innovation or integrated growth strategy

diversification strategy

reduction strategy.

Marketing strategies are also distinguished by market coverage:

mass market strategy

differentiation strategy

individualization strategy

The development of a marketing strategy consists of seven stages:

market research;

assessment of the organization's capabilities;

assessment of the capabilities of competitors;

goal setting marketing strategy;

research of market segments and consumer interests;

positioning development;

an economic evaluation of the strategy is carried out.

The marketing plan is closely related to the marketing strategy. The plan is a special document that reflects the goals and objectives of the organization's marketing, as well as marketing strategies that will be applied in practice.

Well, in principle, that's all we wanted to tell about marketing. Tomorrow or the day after tomorrow we will publish an article about professions in marketing, tools, as well as modern literature that is worth reading, if only for self-development. And that's all for today! We are waiting for reactions, questions in the comments! Bye bye

5 Best Marketing Blogs to Follow in 2023 (Expert Picks)

HubSpot Blog

Brian Halligan, the founder of HubSpot, is best known for coining the phrase inbound marketing in 2005. Today, HubSpot is one of the best digital marketing blogs that specializes in customer relationship management and marketing automation.

You���ll also read blog posts on landing pages personalization, video marketing, inbound sales, and content marketing. HubSpot also creates posts on integrations for marketing, sales, content management, and customer service.

Articles to start reading now:

How the HubSpot Blog Generates Leads [+ How Yours Can, Too]

How to Revive an Old Blog Article for SEO

eMarketer

Another go-to industry favorite blog among digital marketers and CMOs, eMarketer mainly tackles independent analyses regarding internet marketing, digital marketing, ecommerce, and online business, in general.

Every single day they publish posts like forecasts and reports about the changing online consumer behaviors.

Articles to start reading now:

Platforms’ increasing focus on brand suitability lets advertisers claw back a bit of control

The new era of data-driven marketing requires collaboration and trust

TeachWiki

TeachWiki comes with an arsenal of posts useful to any seasoned marketers or budding content creators. It teaches valuable information about smart copywriting, effective blogging, and even real-world tips on how to overcome writer’s block.

Post to start reading now:

Collaboration Marketing: what is it?

Digiday

Digiday connects with its vast audience across the web by creating blog posts, research materials, special podcasts, and email newsletters. It covers a wide array of digital marketing topics such as programmatic advertising, online marketing, video marketing, and more blog post topics.

Articles to start reading now:

How God-is Rivera helped put Black Twitter in front of marketers

‘The beginning of a trend’: Performance metrics begin creeping into different parts of publishers’ ad deals

Content Marketing Institute

The Content Marketing Institute, formerly known as Junta42, aims to advance the practice of content marketing.

With the aim of advancing the practice of content marketing, the Content Marketing Institute helps businesses navigate how to get started or improve their content marketing efforts, through blog posts, original research, stats, and case studies.

This blog has content marketing resources on original research, statistics, case studies, how-to articles, and more content creation blog posts.

Articles to start reading now:

How To Make Content a More Effective Part of Your Sales Funnel

The What, Why, and How of Video’s Next Revolution in Content Marketing