Marketing is vital to helping companies deliver the innovation and compelling brand positionings needed for growth. For the Board to invest, they need to demonstrate where to focus and how to build shareholder value and profitable returns.
When thinking about which customers to target, companies should not try to please everyone. Instead, they should focus their scarce resources on attracting and retaining those customers who will deliver the greatest return for the company
To be successful, companies should choose which brands and products to support – and importantly which not to support – with the aim of focusing their scarce resources on those that will deliver the greatest return for the company today,
Getting people’s attention can be tough. Getting them to convert their attention into action can be even tougher. A strong brand purpose helps companies define what business they’re in, which customers they are targeting and what they are offering them to better meet their needs.
When it comes to ‘where’ to market a brand, it’s important to sell through sales channels that make the brand both visible and accessible to people in a way that is easy to engage with and purchase. Otherwise, it’s likely to get lost in today’s market clutter…
When choosing “when” to talk with people, marketers should optimize their marketing ROI by focusing their spend on those high-impact touch points and messages that have the greatest influence…
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