Many people in business try to create marketing plans based on lofty goals, which may look good on paper but fail to achieve their claimed objectives.
You can have great ideals, but if it doesn’t resonate with your customers, you might as well not even have a plan.
Philip Kotler helped develop social marketing, the basis for social media marketing that is a key to today’s digital marketing strategies. He also believed that organizations should pursue, as a whole, plans that focus on motivating consumers’ behavior to make their lives safer and healthier. Kotler understood “how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point.”
Now, let’s look at how to develop a winning digital strategy.
First, let’s take a look at the strengths and weaknesses inherent in your business, and how to identify them. Whether you’re looking at this informally or want this as part of a formal strategy, you should choose a team that represents various functions and levels inside your company.
- Strengths: this is what you do well, and what distinguishes you from your competitors.
- Weaknesses: this should focus on employees, systems, resources, and practices that need improvement.
- Opportunities: these are things outside your