WHAT CAN MARKETING DELIVER?
According to the Chartered Institute of Marketing (CIM), marketing is ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’
This is more than just advertising and social media; it is a strategic approach to the way in which you meet your customers’ needs.
A good marketing strategy is built on research, segmentation and data. It can drive empathy, engage customers, change perceptions and most importantly create value.
In fact, research shows marketing contributes three times more value to a business strategy than any other organisational function.
MARKETING CHANNELS AND ACTIVITIES
Before you begin to develop a marketing strategy, make sure you know your customers inside out – how do they search for products, what media do they consume, what drives their purchasing decision?