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Marketing Strategy

For us at Swordfish, a marketing strategy is the critical thinking that lives behind a marketing plan. Strategy and planning are the parts most regularly overlooked by companies that tend to engage in sporadic marketing initiatives, as many do: a press release here, advertisement there, a last-minute decision to attend a trade show. A strategy prevents you wasting money. It keeps things on target. And it ties things together to ensure that all your marketing tactics are implemented for a reason and work together, delivering more than they would individually.

Thinking@15x

Thinking it through

Before anyone can agree a strategy, some analysis is required. Where is your business now? Where do you want it to be? What are its strengths? How competitive is the landscape? What does the market really think of you? A marketing strategy helps define the journey you need to take, based on a clear perspective of goals and challenges. That’s where we come in. An informed outsider can see your business in a way you never can from within.

Planning it out

Next it’s time to plan. Our marketing plans for clients take into account the budget available for investment, the opportunities in the market, the tactics that can be used to deliver each element of the plan, the optimum delivery timing to maximise the impact – and a healthy contingency. Marketing plans need to be flexible and agile to change as events unfold; the strategy rarely does. That’s the joy of defining a marketing strategy before you plan.

Strategy@15x
Thinking@15x

Thinking it through

Before anyone can agree a strategy, some analysis is required. Where is your business now? Where do you want it to be? What are its strengths? How competitive is the landscape? What does the market really think of you? A marketing strategy helps define the journey you need to take, based on a clear perspective of goals and challenges. That’s where we come in. An informed outsider can see your business in a way you never can from within.

Strategy@15x

Planning it out

Next it’s time to plan. Our marketing plans for clients take into account the budget available for investment, the opportunities in the market, the tactics that can be used to deliver each element of the plan, the optimum delivery timing to maximise the impact – and a healthy contingency. Marketing plans need to be flexible and agile to change as events unfold; the strategy rarely does. That’s the joy of defining a marketing strategy before you plan.

Keeping it fresh

A marketing strategy will keep a focus on what your business wants to achieve. The plan will change as new opportunities arise or channels appear, or as success in one area justifies doing more, in response to the kind of dynamic stuff you cannot predict accurately at the outset, but which you need to be ready for. The good thing is that you can measure every opportunity, channel and tactic against the strategy before altering the plan or making the investment.

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