Creating strategies or an overall marketing strategy is one of the most vital activities for a business.
But what exactly is a marketing strategy, marketing strategy or marketing strategy? What does it entail? How is it developed? In this post we will try to go back to basics, explaining the concept of marketing strategy, its planning and current trends, which are the basis of the work of the best marketing agencies in the country.
Marketing strategy: what it is all about
A marketing strategy is the creation of actions or tactics that lead to the fundamental objective of increasing sales and achieving sustainable competitive advantage.
The strategy includes all kinds of basic activities, both long and short term, as well as activities that have to do with the analysis of the initial strategic situation of a company.
Developing a marketing strategy
The process of developing a marketing strategy begins with an analysis of the business environment, both internally and externally. This seeks to understand the different aspects of the environment surrounding a business, including technology, economics, culture, politics and law.
After doing this analysis, according to the findings, as well as the company's mission and the needs it seeks to meet, the company's objectives are chosen to take advantage of that environment and minimise the challenges.
From this is derived a marketing or marketing plan, which will explain the specific actions to be taken over some time to achieve the objectives.
Plans can cover many years, with sub-plans for each year, although with the speed of change in the marketing environment, these timeframes are shortening. Ideally, the actions derived from this are dynamic and interactive.
Trends in 2022 that will influence marketing strategy
There is a wide range of possibilities for creating your own marketing strategy, and while specialists apply them according to your company's or brand's line of business and specific objectives, some others prefer to take specialised marketing courses to target their objectives, and of course, some general practices can be applied to make a difference in your marketing strategy in 2022.
The year of the pandemic changed the way things were done and trends emerged that must be taken into account in any future action.
Personalised content
Nowadays social networks achieve a great reach to your target audience, but short, high-quality content is gaining strength and is now going to a higher level.
It is very clear that the customer is the centre of everything and that they are in charge. Their behaviour is now different and you have to give them what they ask for; however, with more offers than demands, it becomes a challenge to stand out.
This means catering to what they want and developing campaigns that are personalised to what they are looking for. It is important to stand out by making them feel special and showing them that you listen to them.
Stories
A phenomenon that we have had the opportunity to see the impact of each and every one of the users is the stories, especially on social networks such as Instagram, with which you will undoubtedly manage to capture your target audience.
Influencers
Intrusive ads have only succeeded in getting more and more users to ignore these advertising spaces, and in some cases to install an AdBlocker, so your efforts will be limited.
In contrast, an increasing number of users trust the opinion of influencers when choosing a certain product or service, which means that influencer marketing will remain a trend and will also be one of the key strategic communication strategies in 2022.
Augmented reality and virtual reality
Although AR technology is not yet present in every moment of our daily lives, it is gradually beginning to be implemented in eCommerce, offering more interesting options to promote your brand or product.
Marketing automation
The market moves fast and knowing what consumers want, and who changes their needs so quickly, implies analysing their behaviour at the same pace to achieve appropriate interactions.
This speed is only achievable with the use of software to perform marketing tasks in an automated way: market research, pricing, customer relations... to optimise processes and achieve more efficiency, results and greater control/monitoring of these.
Paid campaigns in Social Ads
In 2021 Facebook and Instagram had significant growth in the number of ads and advertising revenue. This makes the level of competition very high and therefore if you invest uncontrollably in social media ads, although you will get a lot of impressions, it probably won't have the impact you want.
Ideally, plan budgets and optimise campaigns to increase their chances of working, and if feasible, use experts.
Event marketing
As the face-to-face events sector came to a halt, the boom in online events became an easy and attractive opportunity for training, business and branding.
This type of event has its great advantages such as time-saving and the possibility to have a larger audience. On the other hand, it is very saturated and the quality of the event becomes critical to creating something truly relevant and different.
Omni-channel strategy
Once you have all the avenues to reach the customer, the next step is a complete, unified and integrated service across all of the company's communication channels. This strategy is committed to favouring the customer experience and allowing them to reach you wherever they need to, rather than giving them several channels with different forms of attention in each one.
Inbound Marketing
This technique is different from those used in the past. It is a friendly way of showing advertising content to attract the user naturally, nothing forced, providing them with added value content; for example, only offering them what you think they might be interested in according to what they are consuming.
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