Posted by: Jo Duxbury | 12 March 2010

Don’t skimp on marketing strategy

The second in my ‘Marketing 101’ series of articles for IT Web was published last week, and in it, I talk about the importance of having a solid marketing strategy in place before a company starts on any of their actual marketing deliverables.

So often I see clients who are just keen to get going on their new website, or a flyer, or to book exhibition space at a product expo. My job is to rein them in a little (without damping their enthusiasm!) and get them to assess what their messages are, who they should be reaching and how best they can do it. Sometimes this means that a website or expo stand isn’t the most appropriate vehicle, nor will it give them the best ROI.

Getting going on marketing projects without a strategy in place is like putting the cart before the horse. In the long run, a good strategy will save you time, effort and money. And remember, a strategy isn’t a document you write once, agree to and then file it away, never to be seen again. It should be reviewed at least quarterly, and when significant changes occur in your business or marketplace.

Fail to plan and you plan to fail.

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