The Complete Guide to Developing an Effective Marketing Strategy

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What is a marketing strategy? How to build it? In what steps? What actions should be implemented to achieve your objectives?

If you're asking yourself all these questions, we'll help you sort them out in this comprehensive guide to developing an effective marketing strategy.

Summary :
Marketing strategy: definition
Why develop a marketing strategy?
The different types of marketing strategies
The concentration strategy
The differentiation strategy
The Skimming Strategy
The penetration strategy
The fundamentals of an effective marketing strategy
1) Set SMART goals
2) Analyze your market and the competition
SWOT ANALYSIS
PESTEL ANALYSIS
5 FORCES OF PORTER
BCG MATRIX
3) Profile your ideal clients
PERSONA MARKETING: DEFINITION
4) Define the Marketing Mix (4P or 7P)
What is Marketing Mix?
The 4Ps of the Marketing Mix
The 7Ps of the Marketing Mix
Marketing strategy: multichannel, crosschannel or omnichannel?
Multi-channel marketing strategy
Cross-channel marketing strategy
Omnichannel Marketing Strategy
Marketing strategy: offline media
The main offline media for developing a marketing strategy
Integrating digital into your marketing strategy
Digital communication channels in a marketing strategy
Trends to follow to develop your marketing strategy
Content marketing
The Inbound Marketing Strategy
What is an inbound marketing strategy?
Social media marketing
Mobile Marketing
Non-media communication
Marketing strategy: definition
A company's marketing strategy defines the methods and actions to be implemented to achieve its sales objectives. This strategy aims in particular to demonstrate the advantages of an offer to a target clientele to convince them to adhere to it.

This therefore assumes that this offer of products or services and their real or perceived values ​​are in line with the expectations of the target.

develop a marketing strategy
Why develop a marketing strategy?
Marketing strategy provides a framework for the company to ensure it achieves italy telegram its business objectives. It therefore allows it to:

Validate that it meets the requirements of its market,
Identify the needs of its customers to better meet them,
Adapt your positioning or your product or service offering to gain market share.
The different types of marketing strategies
The concentration strategy
The concentration strategy is implemented when a company targets a single market segment. It is also called focusing or specialization since the aim is to convince a niche clientele (i.e. very targeted).

Luxury brands, for example, opt for this marketing strategy. However, it can also be suitable for any type of company, as long as they promote a unique product or a very limited range.

The differentiation strategy
Differentiation strategy is for companies that target multiple market segments.

Differentiation can then be based on the range of products or services offered, the degree of innovation or the quality of customer service. The objective of this strategy is to stand out from competitors in order to gain market share.

Differentiation can be made by two axes, either from above or from below.

The strategy of differentiation by the top consists of valuing the quality of service or products to improve the perceived value. This strategy potentially implies an increase in sales prices.

Conversely, the low-cost differentiation strategy plays on prices, lower than the competition, to attract more potential customers. This is what "low cost" companies do in particular.

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The Skimming Strategy
The skimming strategy is based on a price positioning higher than that of the market. The objective is to reach a more restricted target clientele, but which has a stronger purchasing power.

Such a positioning strategy is based either on product quality or on a strong brand image. This is a sine qua non condition for the company to achieve its objectives.

The penetration strategy
The penetration strategy is the exact opposite of the skimming strategy. It consists of offering, on a very large market, a product capable of meeting the expectations of the greatest number.

It is therefore an aggressive strategy, generally based on low prices and intended to quickly gain market share. A company that opts for this marketing strategy seeks to break the market in order to establish itself there permanently. It may possibly, in a second phase, revise its sales prices upwards.