Modern marketing strategiesCreate marketing plans and campaigns for modern marketing

Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.

Yet the fundamentals of marketing planning remain the same. Regardless of the channels available we need to research customer needs, develop winning brand propositions for different target segments and communicate them effectively.


Do you have a planned approach to marketing?

Do you have a marketing strategy?

Our research into managing digital marketing showed that a shocking proportion of businesses don’t have a clear marketing strategy or plan. In fact, more businesses said they had a digital plan than a marketing plan… Crazy!


A definition of modern marketing

The Essential ingredients of Modern Marketing

How can we plan to best deploy modern marketing technique and what do we need to cover? To answer these questions we need to go back to basics to explore the fundamental purpose of marketing.

A useful definition of marketing developed by the Chartered Institute of Marketing is:

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

This definition of marketing rightly emphasizes the focus of marketing on the customer, while at the same time implying a need to link to other business operations to achieve profitability. We like this definition since it highlights four questions which need to be included within marketing plans:

  • Identifying – how can we define groups of customers as market segments and personas?
  • Anticipating – How can we use market research to identify changing and future customers’ needs and wants?
  • Satisfying – how can we assess the drivers of customer satisfaction which encourage customer loyalty and recommendations?
  • Profitably – how do we select the right mix of services and marketing communications using different channels to maximise our return-on-investment?

Another key part of modern marketing not covered in this definition is integration of channels and communications to create seamless customer journeys – there are many channels – contributor David Sealey identified more than 40 marketing channels in his crowdsourced compilation!

Evaluation and measurement underpins all of these – using analytics and attribution to understand how different communications touchpoint influence prospects to support their purchase.

Apply the classic marketing models Our guide covers the marketing planning models that have withstood the test of time

Free guide - 15 Classic Marketing Planning tools to inform strategy development

With so many different planning tools available it can be difficult to known which is the best to use in which situation… So we have created this free guide to help today’s marketers apply our pick of the most popular established frameworks for their decision making.

Our free Essentials Marketing Models guide features:

  • A simple explanation and diagram for each model
  • Examples of how, when and why to use the models
  • What to watch for and best practice tips

Get our marketing models guide now with FREE Basic membership

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Basic members use our members areas for free access to:

  • Free checklists for all the main digital channels
  • Free interactive marketing healthcheck
  • Digital marketing dashboard
  • Weekly Digital Marketing Essentials newsletter covering the developments that matter

Marketing planning resources for Expert members

If you’re serious about competing with modern marketing, use these resources trusted by our Expert members to give them everything they need to plan, manage and optimize their marketing:

About Smart Insights

Dave Chaffey

The Smart Insights team are all seasoned, active digital marketers working on projects to define and implement digital strategies for clients. We’re keen to share our experiences to help others and learn more – the learning never stops in digital marketing.

The Smart Insights editorial team is led by Dr Dave Chaffey, a bestselling author on digital marketing and Ecommerce, recognised in 2004 by the Chartered Institute of Marketing as one of 50 gurus who have “shaped the future of marketing”.

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