During this time reflecting on the problems of implementation in marketing, I have gone through several phases, from the one that the market trend pushes us to, to the current one.
That is, from focusing on the most tactical and technical issues of implementation, to realizing that the biggest problem is in substance and not in form.
I have written a lot about this topic in recent months, but recently I had the opportunity to talk about it at a conference organized by Difraxion (a friendly Mexican agency).
These are the core articles, along
telegram usa number with many other things I added exclusively for the conference:
What is the difference between a company that sells and one that doesn't?
The reason for marketing failure in companies
How to unlock marketing in your company
Here is a brief summary and at the END of the article you can watch the recording of the full webinar.
Companies see the need for a marketing strategy, but they don't really know what it is or what it's for.
It is interesting to see how most company executives consider strategy to be essential for achieving the company's objectives, but few dedicate the time and people necessary to define and implement it.
We start from the basis that few know what a marketing strategy is .
We don't have the budget to reach our entire audience. We NEED a plan
This is another crushing fact. Companies have a limited marketing budget to begin with. This makes it impossible, and already difficult, to impact and convince your entire audience .
Managing expectations and the timelines needed to make marketing work
Companies think that results will come faster and with less effort than they actually do. But there is a difference between their approach and reality that is striking.
It is essential that we are clear about the phases we are going to go through in order to adapt our efforts to reality.
What is the best digital marketing strategy for an SME?
This is one of the million dollar questions. And of course, it has a different answer depending on the case.
But it is true that there is a basic strategic structure that we can apply. In the conference I give several examples of how to apply this to an SME with a limited budget.
Working from the inside out and from less to more
Another of the “truths of marketing”. Without proposing overly conservative scenarios, we must follow this rule if we want to make a correct implementation.
When the need to sell is pressing, the temptation is to launch as many marketing actions as possible, but the reality is that this poorly organized impulse generates poor results, inefficiencies, poor brand image, etc.
It is preferable to define a more modest initial campaign, define what works based on results and from there expand its reach.
This mindset applies to almost every facet of marketing.
While we define the strategy, we optimize our tactics
Defining a strategy does not mean stopping, far from it. Quite the opposite. From the very beginning we are going to define lessons learned and improvements that we are going to apply on a daily basis.