Marketing Strategy Archives

What Is Quality? An Integrative Framework of Processes and States<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing<\/em><\/a>, 76 (July), 1-23.<\/p>\n","post_title":"Defining and Managing Quality: A Guide for Business Leaders","post_excerpt":"The management of quality is a critical component of business strategy. It is a key force leading to the creation of delighted customers, firm profitability, and the economic growth of nations. Unfortunately, quality is also a complex and multi-faceted concept that is often viewed differently by engineers and marketers.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-comprehensive-view-of-quality-and-its-implications-for-managers","to_ping":"","pinged":"","post_modified":"2024-07-10 10:06:07","post_modified_gmt":"2024-07-10 15:06:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=27220","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":2285,"post_author":"43","post_date":"2016-01-12 18:20:01","post_date_gmt":"2016-01-12 18:20:01","post_content":"\n<h4>Segmentation can provide the roadmap for short- and long-term success for a brand<\/h4>\n\n\n\n<p>The appeal of segmentation has a lot to \ndo with efficiency. Marketers can\u2019t be all things to all people, so they\n focus attention, strategy and resources on those things they can best \ndeliver. Marketing spending can be targeted to the most attractive \nbusiness opportunities, where the impact can be greatest. Segmentation \ngives an organization a way to concentrate its marketing activities, \nbased on selected customers and particular brand positioning elements. <\/p>\n\n\n\n<p>Segmentation can be especially useful for companies that have large potential customer bases and complex portfolios of brands. Segmentation helps sort out questions of who the ideal customer is and what will be offered when there is substantial internal overlap, cannibalization and competitive strategy.<\/p>\n\n\n\n<p>Rapid changes in the marketing environment \ncreate direct challenges to long-held views on core ideas like \nsegmentation. Digital technology fuels major changes in the marketing \nmix and in the nature of information to understand and track customers. A\n continuing stream of new ideas competes for the attention of marketers,\n advocates new strategies and practices and promises improved \nperformance in market. <\/p>\n\n\n\n<p>Segmentation has long been central to many \nmarketers\u2019 strategies, but does it still have the same relevance as it \nonce did? What benefits accrue for marketing organizations that adopt \nsegmentation? Is there an alternative?<\/p>\n\n\n\n<h4>Digital Marketing<\/h4>\n\n\n\n<p>Marketing that relies heavily on digital tools has the potential to engage with the consumer one-to-one. This promises very informed interactions with significant prior knowledge of who the customer is and continuing information on the customer response over time. A segment profile, which describes the typical segment member, is less critical to have when you can address the individual with a tailored message.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><strong>SEE ALSO: <\/strong><strong>How to Generate Loyalty Through Customer Segmentation<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>In situations where marketing relies heavily \nor solely on broadcast media to address the market, the case for \nsegmentation is more compelling. With broadcast media there is limited \ninformation about the individual consumer. The portrait of the consumer \nvia the segment lens adds valuable detail, even if it only approximates \nwhat each individual is like, and acknowledges the natural variability \nwithin segments.<\/p>\n\n\n\n<p>Overall spending by marketers is shifting \nsharply toward digital media and is now close to surpassing the \nlong-time media-leading category, TV. If digital media can be targeted \naccurately to the right consumer, at the right time, with the right \nproduct, the need for higher-level segments diminishes. <\/p>\n\n\n\n<p>However, there is still a question about benefit and message to deliver with this micro-level targeting. There are many highly targetable media available now,\n and often substantial behavioral and descriptive data on individual \nconsumers. But are these tools being used to enable thematic \nconsistency, brand strategy coherence and cross-portfolio management? <\/p>\n\n\n\n<p>Increasingly targetable media should improve \nthe direct marketing efficiency substantially over mass media that is \ninformed by segmentation. But is it sufficient? If all individual \ntargeted marketing initiatives are effective at achieving their \nindividual goals, does it mean brand performance will advance?<\/p>\n\n\n\n<p>If all the individual programs align to an \noverall strategy, the answer is likely yes. But in practice, individual \nprograms are not always integrated into a holistic view of brand \nstrategy. We often observe multiple messages that don\u2019t all resonate \nwith consumers, for example, or conflicting messages for acquisition \nversus retention. An integrated view of the market and response can \nprovide a platform to set goals and measure success. It\u2019s especially \nimportant or markets that deploy substantial non-digital media.<\/p>\n\n\n\n<h4>Competing Ideas<\/h4>\n\n\n\n<p>Arguments against segmentation often come \nfrom other ideas about how to focus and organize marketing activities. \nAre there simpler or better ways to go to market that don\u2019t involve the \nprocesses for creating and acting on segmentation?<\/p>\n\n\n\n<p>In recent years, several ideas have been advocated as key drivers of business performance that don\u2019t particularly require or depend on segmentation, such as brand penetration, path to purchase, customer lifetime value or usage occasion. Each of these has benefits and limitations.<\/p>\n\n\n\n<p>Some argue that observed consumer behavior \noffers the keys to growth, often through law-like patterns. Brand \npenetration is viewed as the most important factor on which to focus \nmarketing efforts. Making the product available tops the list for \nimplementation. Segmentation is considered a distraction, or worse. <\/p>\n\n\n\n<p>Path to purchase emphasizes the interplay of \nthe touch points a consumer has with the brand, purchase opportunities \nand the relative importance of stages of the journey over others. \nSuccessful orchestration of the pathways is based on how consumers \nnavigate the shopping process, not an understanding of the consumers\u2019 \nneeds for products and services.<\/p>\n\n\n\n<p>Customer lifetime value is based on knowing \n(or estimating) purchase amounts, acquisition costs, retention rates and\n duration, along with financial metrics and assumptions, such as profit \nmargins or cost of capital. It can produce its own segmentation (e.g., \nthe top few consumer deciles that produce most of the profit for the \nbrand), but doesn\u2019t require deeper understanding of why consumers might \nor might not be profitable. Success is defined by investing resources \noptimally in the customers who provide the best returns.<\/p>\n\n\n\n<p>When the moment of consumption differs from \nthe moment of purchase, occasion-based marketing can provide a framework\n for growth. It\u2019s especially useful in markets like beverages, \nrestaurants, hospitality, travel and personal care where the choices \npeople make vary from situation to situation. Location-based digital \nmedia open up new opportunities to intervene effectively in real time.<\/p>\n\n\n\n<h4>Segmentation Success<\/h4>\n\n\n\n<p>Companies often select elements of several of\n these alternative practices, along with segmentation. They don\u2019t know \nwhat the best practices are, so\u200b they assemble the pieces that make \nsense for them. In this scenario, what can <a href=https://www.ama.org/"http:////journals.ama.org//doi//abs//10.1509//jim.13.0075?journalCode=jimk\%22 target=\"_blank\" rel=\"noreferrer noopener\">segmentation do to improve business performance\u200b<\/a>?\n It can synthesize and simplify the complex set of competing ideas and \napproaches. For example, are there unique paths to purchase for \ndifferent customer segments? How do you reconcile customer segmentation \nwith different occasion behaviors that cross segment boundaries? If \nbrand penetration is paramount, how do you take into account that some \nsegments present greater growth opportunities than others?<\/p>\n\n\n\n<p>Segmentation can create architecture for implementation, such as identifying media and sales channels that are most relevant for achieving business goals. Segmentation that is limited to a single channel is unlikely to work for most companies. It\u2019s apparent in retail, for example, that the strategic rationale for being in online and bricks-and-mortar channels is still being worked out. Despite the fast growth of digital media, it\u2019s apparent that TV continues to play a significant role in concert with other media.<\/p>\n\n\n\n<p>Segmentation can be a motivator for an \norganization to act in ways that improve the long-term health of brands.\n It can provide a roadmap for how the corporation will achieve short-term results across its portfolio of customers and brands, as well as how it will pursue long-term market development. <\/p>\n","post_title":"How Segmentation Provides the Roadmap to Success","post_excerpt":"Segmentation can provide the roadmap for short- and long-term success for a brand","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-segmentation-provides-the-roadmap-to-success","to_ping":"","pinged":"","post_modified":"2024-01-22 14:56:10","post_modified_gmt":"2024-01-22 20:56:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=2285","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":1764,"post_author":"63","post_date":"2016-01-01 16:54:19","post_date_gmt":"2016-01-01 16:54:19","post_content":"\n<p>Go ahead and search for \u201cfake photos on the Internet\u201d or \u201cfake facts,\u201d and you\u2019ll find dozens of examples showing the proliferation of altered images, blatant lies and other misrepresentations of reality. As much as I love the notion of Teddy Roosevelt riding a moose, that widely circulated photo is just not accurate (although it is an interesting historical artifact demonstrating that images have routinely been manipulated long before the dawn of the digital age).<\/p>\n\n\n\n<p>We are all attempting to determine the nature of truth, rumor, lie and error in our information-rich, always-on culture. What once seemed easy\u2014\u201cI know it\u2019s true because I saw it in the newspaper\u201d\u2014is now endlessly called into question. Political candidates spin tales based on their own interpretation of facts, and those tales get spun again by the media and again by your friends (or in-laws) on Facebook. Celebrities of all types use their social media channels to promote their favorite causes, and our kids interpret their endorsement as a substitute for actual fact-checking. <\/p>\n\n\n\n<p>All of this creates a high degree of ambiguity in the world around us, and makes me ever more skeptical of everything I see and read. Having been trained as a social scientist, I\u2019d like to think I\u2019ve developed a pretty good sense of the difference between hype and fact, or at least between science and speculation. However, I am not sure I can say the same for the generations raised on a steady diet of the Internet. <\/p>\n\n\n\n<p>Yet the marketer in me understands the potential opportunity here. If the line between fact and fiction has gotten so blurry, how can marketing deliver messages that matter to our target audiences? We talk a lot about credibility, authenticity and user-generated content as the way in which to market our products and break through to millennials and other online audiences, but I fear this is simply another way to leverage the new information economy to our advantage, bringing us no closer to any real truth. <\/p>\n\n\n\n<p>Marketing often relies on (legally) bending the truth just enough to create something memorable, something that will cause a brand or product to be recalled in the future when a purchase is made. But marketing should also clearly identify itself as such, not allowing itself to fall into the murky abyss of content that might subsequently get reposted as fact. Should there be a standard digital \u201csignature of inauthenticity\u201d embedded in all marketing to prevent future confusion?<\/p>\n\n\n\n<p>Consider the recent kerfuffle over the ads that Amazon placed in New York for its new drama, \u201cThe Man in the High Castle.\u201d The story, an alternate history in which Japan and Germany won World War II and divided up America between them, is heavily laced with questions about truth and propaganda and what people believe. It is also full of signs and symbols from that era that many people find disturbing and offensive. Amazon (and its agency behind the promotions) may have made a tactical error here, but the bigger question to me is how those ads\u2014turned into tweets and Instragrams\u2014may reappear in some future Facebook post about the Nazi takeover of New York. It is not too difficult to imagine the marketing of fiction today becoming the \u201csecret facts\u201d being kept from us tomorrow.<\/p>\n\n\n\n<p>When we market, we must think about our intended audience as well as our unintended audience. Everything gets thrown into the information machine and comes back out in often unexpected ways. I can already imagine my future grandchildren asking me why the man bun was the preferred hairstyle of world leaders from Washington to Obama.<br><\/p>\n","post_title":"Seeking Truth in the Information Economy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"seeking-truth-in-the-information-economy","to_ping":"","pinged":"","post_modified":"2024-01-22 14:56:37","post_modified_gmt":"2024-01-22 20:56:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=1764","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":20968,"post_author":"43327","post_date":"2014-07-03 15:50:56","post_date_gmt":"2014-07-03 15:50:56","post_content":"\n<p>When trying to analyze the marketing activities of a given organization, we can understand that it is all about communication; the marketing department continuously tries to communicate the brand image, the products\/services, and the mission and objectives of the organization.<\/p>\n\n\n\n<p>However, the communication approach might produce different marketing tones affected by the structure of the organization and how the different departments are allocated. For example, in centralized organizations there is only one marketing department which controls the marketing activities, responsible for producing the different marketing initiatives, and creating a unified brand image.<\/p>\n\n\n\n<p>In decentralized organizations however, there is more freedom and autonomy where there are multiple marketing departments responsible for promoting the products\/services of the different BU\u2019s (Business Units) of the organization.<\/p>\n\n\n\n<p>Every marketing approach has its own advantages and disadvantages; a shift in focus might occur if the strategy the company working with is not effective when conversing with the customers \u2013 that takes us to the important question: when companies should centralize or decentralize their marketing?<\/p>\n\n\n\n<h3>When to Centralize or Decentralize Your Marketing<\/h3>\n\n\n\n<p>Usually, the decision of centralizing or decentralizing the marketing activities comes by default based on how the company is structured. Decentralized organizations offer multiple products\/services with no much similarity between what is offered, thus requiring different managing teams each having their own customers, marketing approaches and initiatives, and pricing strategies.<\/p>\n\n\n\n<p>Centralized organizations on the other hand, have a unified brand image, with great similarity between the products\/services and the core brand\u2014the main brand has the power over the different BU\u2019s (Business Units).<\/p>\n\n\n\n<p>eAnother factor which might affect the decision for centralization is the nature of what is offered. Service oriented organizations have the tendency for using a mix-strategy of centralizing and decentralizing marketing activities; providing the freedom for each Business Unit to operate independently but the ultimate decision is in the hand of the central marketing department.<\/p>\n\n\n\n<p>Product-oriented organizations have the tendency to go for a centralized marketing approach, where customer communication inaugurates at the brand level and customer feedback is also received at such level.<\/p>\n\n\n\n<p>Other contributing factor towards centralization and decentralization is the type of the product. FMCG\u2019s (Fast Moving Consumer Goods) depend mainly on decentralization of marketing activities to communicate the (SBU\u2019s) Strategic Business Units independently from the main brand. As for CPG\u2019s (Consumer Packaged Goods), organizations tend to utilize the centralized marketing approach to communicate the brand rather than the product\/service by itself.<\/p>\n\n\n\n<h3>Advantages and Disadvantages<\/h3>\n\n\n\n<p>Marketing departments typically have a mix of centralized and decentralized operations, but sometimes it is better to decentralize operations to serve the organization when communicating the core benefits of each of its products\/services independently to preserve the identity and individuality and to make sure customers are clearly communicated the core benefits of the products\/services without the disruption of the main brand.<\/p>\n\n\n\n<p>For example, Unilever offers different Strategic Business Units varying from personal hygiene products, refreshments, to detergents. If Unilever imposed the brand image of the main brand on each Strategic Business Unit, the customers might be confused as of comparing between the products used and the producing company.<\/p>\n\n\n\n<p>Thus, in its recent ads and as they were aware of the diminishing power of the main brand \u201cUnilever\u201d they started displaying the \u201cUnilever\u201d logo at the end of each TV ad, to create a reminding association without directly connecting the SBU\u2019s with the brand.<\/p>\n\n\n\n<p>Another great example from a different industry would be MasterCard, which offers payment solutions through partnering banks. The organization offers credit, debit, and prepaid cards through a B2B relationship with banks where the MasterCard brand has the power over the products\/services offered over the identity of the products\/services themselves.<\/p>\n\n\n\n<p>The MasterCard logo is the main differentiators between its products\/services and its main rivalries: Visa and American Express \u2013 with a centralized marketing and operational-regional marketing departments.<\/p>\n\n\n\n<p>Companies that use a mix-strategy of centralized and decentralized marketing approach would be like Al Futtaim. The organization owns different organizations under which there are a variety of Business Units operating in different industries \u2013 such as the automotive industry, the fashion industry, real estate and construction, and other joint venture operations locally and oversees.<\/p>\n\n\n\n<p>Al Futtaim has a centralized \/ decentralized approach for marketing where such is required to highlight both the brand image of the main company and the Business Units each giving the power to one another.<\/p>\n\n\n\n<p>Another point of view when viewing the advantages and disadvantages of centralization versus decentralization would be in the operations related to both approaches. Organizations that chooses centralization over decentralization would refer such an option as decentralizing marketing operations has many drawbacks, which includes the duplication of efforts, deviation of goals, and failing to see the bigger picture of the market situation and competition for the organization as a whole and not for a specific product\/service offered.<\/p>\n\n\n\n<p>Additionally, centralizing the marketing approach puts budgets, marketing initiatives, and marketing talents closer to the customers where marketing strategies are linked with ROI (Return on Investment) and there is more accountability towards fulfilling the sales objectives of the organization \u2013 making a profit.<\/p>\n\n\n\n<p>At the end, all depends on the customers, the market the company operates in, the nature of the product\/service, and other unforeseen elements which are only vigilant to decision-makers when making such decisions. Yahoo!, for example, has been going back and forth between <a rel=\"noreferrer noopener\" aria-label=\"centralized and decentralized marketing approaches (opens in a new tab)\" href=https://www.ama.org/"https:////www.youtube.com//watch?v=0QWdi4oJ994\%22 target=\"_blank\">centralized and decentralized marketing approaches<\/a> successfully.<\/p>\n\n\n\n<h3>Evaluating Your Marketing Approach<\/h3>\n\n\n\n<p>The degree of relevance by which choosing a specific marketing approach is of no importance, as long as the organization communicate its products\/services effectively to the customers \u2013 internal communication as well is coordinated towards such an objective.<\/p>\n\n\n\n<p>But, it is important to restructure the strategic marketing approach if the brand started to lose the strategic alignment that should occur around the decision making frame-work \u2013 which allows all the Business \/ Strategic Business Units to be represented clearly to the customers. Moreover, another determining factor would be the dilution of scope of work and the fragmentation of such \u2013 where deliverable of work can\u2019t be achieved, and business outcomes are not fulfilled.<\/p>\n\n\n\n<p>Evaluating the focus of the organization towards implementing a different strategic marketing approach becomes inevitable, where marketing activities can put the organization at stake of either establishing itself in the market or losing customers and ultimately its business.<\/p>\n\n\n\n<p>A classical example of diminishing the power of marketing and losing the opportunity of choosing a strategic marketing approach for centralizing or decentralizing activities is to confuse marketing with sales \u2013 where the core activities becomes associated with selling a service\/product rather than communicating the brand, the core benefits of the services\/products, and ultimately creating a cohesive framework with aligned objectives towards a clearly defined marketing-mix.<\/p>\n\n\n\n<p>The main deliverable of any organization should be the focus on the brand(s) that sells, and not selling what should be sold. At the end, what makes any organization different from another in the customer\u2019s perspective is how it communicates its products\/services and not merely the benefits associated with purchasing a service\/product.<\/p>\n\n\n","post_title":"To Centralize or Decentralize Your Marketing","post_excerpt":"When trying to analyze the marketing activities of a given organization, we can understand that it is all about communication; the marketing department continuously tries to communicate the brand image, the products\/services, and the mission and objectives of the organization.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"to-centralize-or-decentralize-your-marketing","to_ping":"","pinged":"","post_modified":"2024-01-22 14:56:41","post_modified_gmt":"2024-01-22 20:56:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=20968","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":168209,"post_author":"161905","post_date":"2024-08-26 11:41:36","post_date_gmt":"2024-08-26 16:41:36","post_content":"\n\n\n<h2 class=\"wp-block-heading\" id=\"h-supercharge-your-content-marketing-strategy-for-free\">Supercharge Your Content Marketing Strategy for FREE<\/h2>\n\n\n\n<p><strong>Unlock Marketing Success with the Content Marketing Strategy Scorecard<\/strong><br><br>This powerful Excel toolkit streamlines planning, execution, and measurement, empowering you to create high-impact campaigns with precision and ease.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"#download\">Download it Now<\/a><\/div>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-group alignwide\">\n<div class=\"wp-block-group alignfull has-white-background-color has-background\">\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group alignfull cards-container featured has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-what-is-included-in-the-content-marketing-toolkit\">What is included in the Content Marketing Toolkit?<\/h2>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\">\n<ul class=\"wp-block-list\">\n<li><strong>Comprehensive Strategy Document<\/strong><br>Begin with a robust framework outlining your marketing strategy.<\/li>\n\n\n\n<li><strong>SMART Objective Setting Guide<\/strong><br>Establish clear, measurable goals with proven tools.<\/li>\n\n\n\n<li><strong>Interactive Metrics Dashboard<\/strong><br>Track your key performance indicators in real-time.<\/li>\n\n\n\n<li><strong>Initiative Planner<\/strong><br>Prepare your marketing activities in a systematic manner.<\/li>\n\n\n\n<li><strong>Executive Summary Template<\/strong><br>Ensure clear communication with stakeholders.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//image-9-1.jpg?w=1024\%22 alt=\"\" class=\"wp-image-164987\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p id=\"download\"><\/p>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group alignwide has-blue-900-background-color has-background\">\n[gravityform id=\"201\" title=\"true\" description=\"true\" ajax=\"false\" tabindex=\"0\"]\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading has-text-align-center\" id=\"h-make-content-marketing-strategy-easy-with-this-free-toolkit\">Make Content Marketing Strategy Easy with this FREE Toolkit<\/h2>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\">\n<p class=\"has-text-align-center\"><img class=\"wp-image-165018\" style=\"width: 100px;\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//task_2098313-1-1.png/" alt=\"\"><br><strong>Streamline Your Strategy<\/strong><br>Develop a structured, actionable plan for the next 12-18 months.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column\">\n<p class=\"has-text-align-center\"><img class=\"wp-image-165019\" style=\"width: 100px;\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//target_15583201-1.png/" alt=\"\"><br><strong>Set Clear Objectives<\/strong><br>Utilize tools that help define and communicate your marketing goals effectively.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\">\n<p class=\"has-text-align-center\"><img class=\"wp-image-165029\" style=\"width: 100px;\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//goal_10606841-1.png/" alt=\"\"><br><strong>Track Your Success<\/strong><br>Monitor performance with a dynamic metrics dashboard tailored to your targets.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column\">\n<p class=\"has-text-align-center\"><img class=\"wp-image-165030\" style=\"width: 100px;\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//slider_10283491-1.png/" alt=\"\"><br><strong>Customize with Ease<\/strong><br>Adapt Excel templates to match your business's unique contours.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"#download\">DOWNLOAD IT NOW<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center has-large-font-size\" id=\"h-elevate-your-marketing-career\"><strong>Elevate Your Marketing Career<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-style-default\"><div class=\"wp-block-media-text__content\">\n<h3 class=\"wp-block-heading\" id=\"h-become-an-ama-member\">Become an AMA Member<\/h3>\n\n\n\n<p>Unlock access to exclusive tools, resources, and a community of marketing professionals.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Access to Resources:<\/strong> Immediate access to industry-leading journals and playbooks.<\/li>\n\n\n\n<li><strong>Networking Opportunities: <\/strong>Connect with industry leaders and expand your network.<\/li>\n\n\n\n<li><strong>Exclusive Discounts:<\/strong> Save on conferences, workshops, and certification courses.<\/li>\n\n\n\n<li><strong>Professional Development:<\/strong> Advance your skills through cutting-edge webinars and courses.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///" target=\"_blank\" rel=\"noreferrer noopener\">Join & SAVE<\/a><\/div>\n<\/div>\n<\/div><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//image-7.jpg/" alt=\"\" class=\"wp-image-165061 size-full\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-style-default\"><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//image-57.jpg/" alt=\"\" class=\"wp-image-165063 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<h3 class=\"wp-block-heading\" id=\"h-become-an-ama-professional-certified-marketer\">Become an AMA Professional Certified Marketer<\/h3>\n\n\n\n<p>Elevate your career with a globally recognized AMA Professional Certified Marketer\u00ae credential. Join over 7,500 peers who've advanced their careers through our flexible, results-driven programs.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">Learn More<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-cover alignfull\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim\" style=\"background-color:#4d3548\"><\/span><img class=\"wp-block-cover__image-background wp-image-163414\" alt=\"\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//07//campaign-creators-gMsnXqILjp4-unsplash-e1721660782166.jpg/" data-object-fit=\"cover\"\/><div class=\"wp-block-cover__inner-container\">\n<h2 class=\"wp-block-heading has-text-align-center\" id=\"h-ready-to-level-up-your-marketing\"><img class=\"wp-image-165069\" style=\"width: 150px;\" src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//08//image-17-1.png/" alt=\"\"><br>Ready to level up your marketing?<\/h2>\n\n\n\n<p class=\"has-text-align-center\">Join AMA now and gain the tools you need to succeed.<br>Don\u2019t wait\u2014take your marketing strategy to unprecedented heights!<\/p>\n\n\n\n<div class=\"wp-block-buttons alignwide\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">Join AMA now<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n<\/div>\n","post_title":"Elevate Your Marketing Career","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"elevate-your-marketing-career","to_ping":"","pinged":"","post_modified":"2024-11-19 16:52:15","post_modified_gmt":"2024-11-19 22:52:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_toolkit&p=168209","menu_order":0,"post_type":"ama_toolkit","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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Marketing Strategy

Marketing Strategy

What is a marketing strategy?

A marketing strategy refers to an organization or person’s plan of action created to sell or advertise a product or service. It is fundamental to the overall business strategy and is designed to guide the company’s marketing efforts, tactics, and resources in a coordinated and cohesive manner.

What is a go-to-market (GTM) strategy?

A go to market strategy is a plan that outlines how a company or organization will introduce new products or services to a target audience or market. The primary goal of a go-to-market strategy is to maximize market penetration, customer acquisition, and revenue generation.

What is a digital marketing strategy?

A digital marketing strategy is a comprehensive plan that outlines how a business or organization will leverage digital channels and technologies to promote its products or services, engage with its target audience, and achieve its marketing goals.

Here, you will find a collection of the best articles and research insights regarding marketing strategy, digital marketing, and other types of strategies like account-based marketing strategies.

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How Segmentation Provides the Roadmap to Success

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Seeking Truth in the Information Economy

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