Digital Strategy & Planning
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The document outlines a digital planning process that includes reviewing business and brand performance, conducting data audits and research across categories, companies, consumers and culture, defining objectives and insights, and mapping out content strategies, asset architectures, measurement frameworks, and customer journeys. The planning process focuses on understanding the business goal and communication objective, identifying target markets and insights, and developing integrated creative concepts and media strategies to address identified issues and opportunities.
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The document provides guidance on developing an effective marketing plan. It explains that the plan should outline specific actions to interest customers and persuade them to buy. Key elements that should be addressed include goals, target audience, and marketing system. It also describes conducting a SWOT analysis and market research to understand strengths, weaknesses, opportunities, threats, target markets, and competitors. The marketing mix of product, price, place, promotion, and people should be considered to coordinate the planning, implementation, and monitoring of the marketing strategy.
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2023 is here…how is your brand going to evolve?
This is what you should be asking yourself:
Have we audited our brand?
Do we have a brand strategy?
Is our brand strategy part of our organisational fabric / DNA?
Do we know what our brand’s biggest challenges are and how to solve them?
Do we have clarity on our stakeholders, integrating ESG or DEI into our brand strategy and optimising our overall customer experience?
How are we using data, what can we automate and how do humanise our brand and communications?
Does our branding team, marketing team, board and management have the right skills and knowledge?
Product Management
Product Management
Basic things about Product Management Department of Pharmaceutical Sales and Branding.
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Marketing research involves the systematic and objective identification, collection, analysis, reporting and use of information to improve marketing decision-making. It helps reduce business risks and identify opportunities. There are two main types: problem identification research which explores potential issues, and problem-solving research which addresses specific problems. Marketing research uses qualitative and quantitative methods like surveys, experiments and observations. The key steps are defining the problem, developing an approach, designing the research, collecting and analyzing data, and reporting findings to inform marketing decisions around areas such as products, pricing, promotion and distribution.
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The document provides an overview of the design process, beginning with definitions of design. It then outlines the key stages of the design process - research and analysis, planning, creation, prototyping, and production. For research and analysis, it describes researching the brand, target audience, and competitors to define the problem statement and unique selling point. It provides examples of conducting this analysis through a group assessment task. Finally, it discusses the importance of teamwork when collaborating on design projects.
Direct mail strategy & execution
This document provides an overview of strategic considerations for direct mail campaigns. It discusses when to use direct mail as a strategy, components of a direct mail plan such as situation assessments, objectives, tactics and implementation. It also covers strategic elements like creative execution, formats, envelopes, letters, offers and more. The goal is to plan an effective direct mail strategy that achieves measurable objectives.
STP
Market division is the way toward partitioning a market of potential clients into gatherings, or fragments, in light of various qualities. The portions made are made out of purchasers who will react also to showcasing techniques and who share characteristics, for example, comparative interests, needs, or areas.
A target market is the market a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts. Identifying the target market is an essential step in the development of a marketing plan.
Learn more about the benefits and steps involved in Market Segmentation, Targeting and Positioning.
Young marketers elite program 2 market segmentation [tú oanh_trung hiếu]
This document discusses market segmentation and brand equity. It begins by defining market segmentation as dividing the market into distinct groups according to needs, characteristics or behaviors. This allows companies to better satisfy customer needs by targeting specific segments. The document then discusses bases for segmentation including demographic, geographic, psychological and behavioral factors. It provides an example of how a paint company may segment its market. The document also discusses brand equity, defining it as the value added by brand knowledge. It notes brand equity benefits both customers through enhanced decision-making and firms through marketing program effects. Key elements that build brand equity are identified as brand loyalty, awareness, perceived quality, and brand associations. Methods for measuring customer-based brand equity are also outlined.
Digital marketing campaign template
The document provides a template for planning a digital marketing campaign. It includes sections for defining campaign goals and metrics, targeting audiences, key messages and offers, strategy, media mix and budget, and a media schedule. The template is intended to help marketers integrate digital tactics into broader campaigns and prompt consideration of new digital approaches. It was created by Smart Insights, a digital marketing consultancy and resource.
Blue print consulting - Lets multiply 10x
This document provides information about a market research and analytics company called Blue Print Analytics. It includes:
- Blue Print Analytics has over 70 employees with experience conducting over 400 engagements in 50 countries and 20 languages.
- They provide high-quality market research, data-driven analytics, market landscaping, competitor benchmarking, and niche market research for clients in consumer packaged goods, retail, and other industries.
- Their strengths include networks of local research agencies, databases of customer profiles, and understanding of local geographies to plan effective research.
BRAND EQUITY MEASUREMENT _E Notes
Brand Audits – Designing Brand Tracking Studies – Brand Equity Management System – Financial Brand Equity – Brand Valuation Methods
How To Plan Your Marketing Strategies
The document outlines the strategic marketing planning process which involves examining the current marketing situation, assessing opportunities, setting objectives, and developing a marketing strategy. It discusses examining performance, competition, strengths/weaknesses, and the external environment. It also covers identifying new marketing opportunities, setting SMART objectives, segmenting and choosing target markets, positioning products, and developing the marketing mix of product, price, place, and promotion to reach target customers. The overall purpose is to help companies identify competitive advantages and create a marketing plan.
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Digital Strategy & Planning
- 2. ⁄ Product Briefing ⁄ Brand Documents – Master-brand / Sub-brand ⁄ Business and Brand Performance (Market Share, Funnel Measures, UAI Studies, etc.) ⁄ Data Audits & Analysis (Social Assets, Audience Listening, Brand Listening, Website, CRM Program, etc.) ⁄ Integrated Creative Concepts ⁄ Media Strategies and Plans BRAND & BUSINESS REVIEW ⁄ Business Goal ⁄ Communication Objective ⁄ Targets & KPIs OBJECTIVE REVIEW RESEARCH AREAS CATEGORY COMPANY CONSUMER CULTURE Competitive Listening Asset Analytics Technographic Insights Category Relationship Trend Analysis – Euromonitor – Category Market readings – Social Listening Tools – Category volumes & Sentiments – Web Analytics – Social Analytics – Social Listening (user segments) – Surveys – Interviews – Warc – Cases – Customer Journey mapping – Social Listening (user segments) – Surveys – Interviews / background & research
- 3. / strategy (one-pager) OBJECTIVE What does this campaign need to achieve? E.g. Change in consumer behavior? Change in perception? ISSUE OR OPPORTUNITY How we want to frame the problem for communications within this specific effort. TARGET MARKET Consumer or Conecptual target portrait. Demographics, Psychographics, Technographics. INSIGHT Truth that will unlock a solution to our identified problem. KEY MESSAGE Key communication REASON TO BELIEVE Credibility to claim. ROLE OF DIGITAL What role digital will play in addressing the issue ENGAGEMENT JOURNEY Key channels, roles, integration vs. Customer Journey Campaign assets vs.Always-on assets
- 4. / engagement mapping ⁄ Owned Channel Selection + Respective Roles ⁄ Evergreen Traffic Drivers, Media, Partners ⁄ Earned Channels ⁄ Campaign Channels ASSET ARCHITECTURE ⁄ Content Screens & Pillars ⁄ User Personas ⁄ Content Use Cases ⁄ Key Messages ⁄ Hero, Hub, Hygiene CONTENT STRATEGY ⁄ Key KPIs ⁄ Benchmarks ⁄ Optimization Routes MEASUREMENT POV ⁄ Proposed Customer Journey ⁄ Map of assets and channels ⁄ Key CTAs CONNECTION & ENGAGEMENT FLOW