Marketing strategies and tactics are very important to any business any field. In this series of articles we will take a close look on the different marketing strategies and tactics, how to use them and how to choose between them.
But first we need to talk about the difference between marketing strategies and marketing tactics. strategies are long term plans, over all campaigns to achieve a certain strategic goal. Tactics on the other hand are all about the short term, they are tools you use to achieve short term goals. They are part of your overall marketing strategy.
Having a strategy and using tactics is essential. More essential however is having the right ones. Not every plan is a strategy, and not every strategy is right for you. But when you do have the right one, it will help you immensely in your marketing. It will help you make your mind faster, because every marketing decision you choose will be chosen based on one question: will this help my overall strategy?
Tactics are also important. Good tactics can save a poor strategy, at least for a while, but bad tactics will ruin even the best laid marketing strategies. You should look at your marketing tactics as the steps you need to take to accomplish your marketing strategy.
Another important point is that you shouldn't use the marketing strategies and tactics used by your competitors because it is yielding good results for them. What works for them may not work for you. The strategies you adopt should stem from your needs and goals.
In the next articles we will look at the different marketing strategies you can use, then we will talk about marketing tactics and finally we will advise you on how to choose the best strategies and tactics for your business. Stay tuned and for updates
Marketing strategy consulting
Marketing Strategy Consulting:
Vision &
As one of our marketing strategy consulting services, Copernicus helps companies develop a marketing vision and mission.A marketing vision is a statement so big, so bold, that expressing it, never mind executing it, has a transformational effect. Companies become what they want to be. While inspirational, the marketing mission is more operationally oriented and focused—it's a blueprint for directing management and employees in their everyday work towards the achievement of the vision.The vision and mission become the rallying cry for not just the marketing department, but for anyone with a vested interest in the performance of the company
Marketing Strategy Consulting:
Market SegmentationThere are many ways to segment any market and hundreds of variables that might form the basis for a segmentation. This marketing strategy consulting service applies technologies that cut through a constellation of possibilities to choose the approach that yields the most profitable solution. Our pioneering, proprietary method of market segmentation suggests the best way to segment the market and rank orders alternative market targets using return-on-investment criteria.Take a look at our five-step approach to market segmentation.
Marketing Strategy Consulting:
Positioning align
Helping companies develop a compelling positioning—the succinct, lasting message you want to fix in people's heads about your product or service—is a key benefit of our marketing strategy consulting services. Most brands do not have a clear positioning. Copernicus can identify the strongest positioning opportunity by uncovering what is really important to your targets, not what they say is most important.See an illustration of several steps in evaluating product/service attributes and benefits for finding an optimal positioning.Marketing Strategy Consulting: New Product/Service Development &
Pricing Everyday, marketers face critical decisions about the features, benefits, and pricing of new and established products and services. This marketing strategy consulting service employs Copernican Concept Engineering™ to test one hundred thousand (or more) alternative product/service configurations to determine which are the most profitable.We can give you a hypothetical example of how a Copernicus concept engineering study works
Marketing Strategy Consulting:
Advertising StrategyOur marketing strategy consulting services includes advertising pre- and post-testing. This proprietary marketing strategy consulting service captures multiple indicators of advertising performance in a single measure of campaign effectiveness, also known as advertising
Marketing Strategy Consulting:
Media Optimization
As part of our marketing strategy consulting service, Copernicus offers a powerful, proprietary approach to media selection: The Copernican Media Optimizer™. Our media optimization model creates a financially optimal media plan to reach target audiences most effectively and efficiently.Take a look at sample media planning outputs from our Copernican Media Optimizer model
Marketing Strategy Consulting: Customer Service Development
This marketing strategy consulting service creates "highly profitable" customer service programs, designed to balance service requirements and costs in order to retain high-value customers at an attractive price
Marketing Strategy Consulting: Sales &
Channel
marketing strategy consulting service uses information about the target market's purchase process, usage of different channels (i.e., the web for research, phone for purchase, store for repair/customer support), and needs/problems/pains to formulate an optimal sales and channel strategy.
But first we need to talk about the difference between marketing strategies and marketing tactics. strategies are long term plans, over all campaigns to achieve a certain strategic goal. Tactics on the other hand are all about the short term, they are tools you use to achieve short term goals. They are part of your overall marketing strategy.
Having a strategy and using tactics is essential. More essential however is having the right ones. Not every plan is a strategy, and not every strategy is right for you. But when you do have the right one, it will help you immensely in your marketing. It will help you make your mind faster, because every marketing decision you choose will be chosen based on one question: will this help my overall strategy?
Tactics are also important. Good tactics can save a poor strategy, at least for a while, but bad tactics will ruin even the best laid marketing strategies. You should look at your marketing tactics as the steps you need to take to accomplish your marketing strategy.
Another important point is that you shouldn't use the marketing strategies and tactics used by your competitors because it is yielding good results for them. What works for them may not work for you. The strategies you adopt should stem from your needs and goals.
In the next articles we will look at the different marketing strategies you can use, then we will talk about marketing tactics and finally we will advise you on how to choose the best strategies and tactics for your business. Stay tuned and for updates
Marketing strategy consulting
Marketing Strategy Consulting:
Vision &
As one of our marketing strategy consulting services, Copernicus helps companies develop a marketing vision and mission.A marketing vision is a statement so big, so bold, that expressing it, never mind executing it, has a transformational effect. Companies become what they want to be. While inspirational, the marketing mission is more operationally oriented and focused—it's a blueprint for directing management and employees in their everyday work towards the achievement of the vision.The vision and mission become the rallying cry for not just the marketing department, but for anyone with a vested interest in the performance of the company
Marketing Strategy Consulting:
Market SegmentationThere are many ways to segment any market and hundreds of variables that might form the basis for a segmentation. This marketing strategy consulting service applies technologies that cut through a constellation of possibilities to choose the approach that yields the most profitable solution. Our pioneering, proprietary method of market segmentation suggests the best way to segment the market and rank orders alternative market targets using return-on-investment criteria.Take a look at our five-step approach to market segmentation.
Marketing Strategy Consulting:
Positioning align
Helping companies develop a compelling positioning—the succinct, lasting message you want to fix in people's heads about your product or service—is a key benefit of our marketing strategy consulting services. Most brands do not have a clear positioning. Copernicus can identify the strongest positioning opportunity by uncovering what is really important to your targets, not what they say is most important.See an illustration of several steps in evaluating product/service attributes and benefits for finding an optimal positioning.Marketing Strategy Consulting: New Product/Service Development &
Pricing Everyday, marketers face critical decisions about the features, benefits, and pricing of new and established products and services. This marketing strategy consulting service employs Copernican Concept Engineering™ to test one hundred thousand (or more) alternative product/service configurations to determine which are the most profitable.We can give you a hypothetical example of how a Copernicus concept engineering study works
Marketing Strategy Consulting:
Advertising StrategyOur marketing strategy consulting services includes advertising pre- and post-testing. This proprietary marketing strategy consulting service captures multiple indicators of advertising performance in a single measure of campaign effectiveness, also known as advertising
Marketing Strategy Consulting:
Media Optimization
As part of our marketing strategy consulting service, Copernicus offers a powerful, proprietary approach to media selection: The Copernican Media Optimizer™. Our media optimization model creates a financially optimal media plan to reach target audiences most effectively and efficiently.Take a look at sample media planning outputs from our Copernican Media Optimizer model
Marketing Strategy Consulting: Customer Service Development
This marketing strategy consulting service creates "highly profitable" customer service programs, designed to balance service requirements and costs in order to retain high-value customers at an attractive price
Marketing Strategy Consulting: Sales &
Channel
marketing strategy consulting service uses information about the target market's purchase process, usage of different channels (i.e., the web for research, phone for purchase, store for repair/customer support), and needs/problems/pains to formulate an optimal sales and channel strategy.
