What is strategy as defined by the dictionary? “The art of planning and directing overall military operations and movements in a war.” Another definition states “a plan of action designed to achieve a long-term or overall aim”. Two words that stand out in these definitions are “Long-term Planning”.
The term marketing strategy is often used interchangeably with the term marketing tactics, which results in a short-term focus to the detriment of long-term objectives. Aggressive customer acquisition without consideration for customer retention is a common example. Every industry has a defined size of customer base available to all the companies in the sector. Yet companies continuously waste their budgets on customer acquisitions alone, thus ignoring customer retention created by great customer experience. This is due to a lack of a defined marketing strategy.
The effective use of your marketing budget is dependent on your marketing strategy. A tactical approach to marketing creates silos which impact on the overall customer experience. We can help you create an integrated Agile marketing strategy. We do not try to tell you what to do and how to create your strategy. Instead, we listen to your corporate vision and mission and work with you to create a workable strategy. This will reflect an integrated approach to customer acquisition, conversion, retention and engagement strategies. We profile your target audience by creating personas for each audience segment and then help you define value propositions needed to optimise your customer journey maps for each segment.
Acquiring new customers can cost your business up to 8 times more than retaining customers you are already doing business with. We work with you to develop effective retention strategies across all channels and touchpoints by utilising existing customer data to create a customer-centric strategy.