A marketing strategy lays the foundation for digital sales

[sharminakter]

One of the tasks of strategy is to facilitate decision-making. What is done and what is not done? What is reacted to and what is not reacted to? I think an excellent example can be found in Richard Rumelt's book Good Strategy, Bad Strategy. It discussed a case study in which an airline had outlined a single sentence as its business strategy: We are the low-fare airline.

This policy facilitates decision-making, brands the company, gives it a competitive advantage and clearly positions it as a certain type of airline. With the policy, any company staff member could think about whether a development proposal would contribute to our strategy or not. If a customer wanted salads to be served on flights, the flight attendant/steward could immediately think about whether serving salads would make us a cheaper or more expensive airline. If the answer was more expensive, the idea was not taken forward.

And now comes an important point. Many might think that the customer experience suffers and the flight is not as pleasant when there is no salad or other food available. But if the airline had started serving salads, they would not have followed their strategy. Little by little, they would have accepted other requests and returned to being completely identical to other airlines without any differentiating factors.

A good strategy is about choosing which battles you want to win and which ones you can safely lose. This same idea should also be applied to your marketing strategy.

Case example: Ease and convenience as the theme of the marketing strategy
We created a marketing strategy for a B2C company, where we described buyer personas , clarified the brand image , and created a new value proposition. The company operates in an industry that is a typical “necessary evil” industry, meaning that customers don’t actually rush to buy, but rather do so out of necessity.

The company also recognized this and had begun to change mexico phone data their operating models to make doing business with them as easy as possible. They had also created new technological solutions that made the customer's purchasing process and use of the service easier.

We chose the theme of our marketing strategy to emphasize ease and convenience in all our marketing AND tie it to the company's differentiators. That is, how the company's differentiators and competitive advantages enable ease and convenience for the customer. In other words, we turned the company's competitive advantages into customer benefits. We also decided to build all our marketing and content in a way that creates an image of ease.

This kind of strategic alignment makes it much easier to come up with new ideas, make decisions, and put things into practice. It makes marketing more focused and starts to create the desired brand image among the selected target group. “That’s the one with whom it’s easy”

Your, mine, and all of our purchasing processes have become much more digital. They will become even more digital in the future. Even more important is what digitalization has done to our purchasing processes: it has made them more autonomous.