Below are a few tips that can help you make the most of this phase and get your marketing efforts working for you as soon as possible. BEGINNERS, who are starting to dabble with marketing and are so overwhelmed by the options, channels, tools, etc. that they aren’t sure where to even start. That said, marketing can be a beast—especially if you don’t consider yourself a pro marketer. There are dozens of channels to inhabit, infinite campaigns to build, and thousands of tools to learn.
This means that management, and all members of the organization, not just the marketing team, should also show the same level of commitment. This calls for continuous collaboration among everyone, and a willingness to engage every step of the process. There should be a process for measuring, monitoring and reporting, in order for the company to ascertain whether the marketing plan is being followed or not.
Results of the benchmarking will be more relevant and reliable if the companies used belong to the same industry, and are direct competitors, since you will basically be moving in the same business circles. Marketing should be an organization-wide effort, not just limited to the marketing or sales team. The success of the company’s marketing efforts is also largely impacted by the amount of support given by management and the other members of the organization. The CEO, for example, should give his full support, because a strong showing of executive backing will definitely help boost the confidence of the marketing team. One cannot expect a product developer to also worry about how it will be marketed later. Marketing responsibilities have the tendency to become too heavy for management to take on, that it opts to outsource marketing functions, leaving the job in the hands of the experts.
Even the Federal Trade Commission formally set it forth in their guidelines. Advertising must “tell the truth” and not be misleading to consumers. In order for advertising to be reliable, there should be something substantial to back up the claims. One mistake often made by companies is using random companies as benchmarks.
Strategic marketing plans, which are usually lengthier, more detailed, and more encompassing, often covering a period of 3 to 5 years on average. Project or functional marketing plans, pertaining to specific activities or programs related to marketing.
This will enable early corrections in case of errors and appropriate adjustments or tweaks when and where needed. If you are able to stick to the budget, that is a very clear indication of your ability to implement the marketing plan. If there is a marketing budget drawn up or prepared, stick to it. Often , companies encounter large problems that started from their inability to stay within the limits of the marketing budget given to them. If there is one amazing marketing tool that can be used, that would be technology. These days, technological advancements have made what used to be inconceivable marketing feats possible.