University of Minnesota - UMN Executive Leadership Insights
Marketing Strategy
Book

Marketing Strategy

Overcome Common Pitfalls and Create Effective Marketing

Jenna Tiffany
Kogan Page, 2021
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Editorial Rating

8

Qualities

  • Comprehensive
  • Applicable
  • Well Structured

Recommendation

Too many marketers prioritize quick-win tactics over long-term strategy and vision, says Jenna Tiffany. Apply her eight-step framework to trigger sustainable growth and success, and embrace an attitude of continuous improvement and development. Gleaning insights from sources ranging from market research to interviews with leaders at companies such as Google and Mailchimp, Tiffany aims to empower marketing teams to help their organizations strategically achieve their objectives and better connect with target audiences.

Summary

Create an effective marketing strategy in eight steps.

An effective marketing strategy ensures the success of your tactics, helps you glean valuable data insights, builds trust with target audiences and improves your overall performance, boosting your KPIs and ROI. Your strategy is a map you follow to your desired destination. Your tactics are the vehicles that carry you forward. Your strategy embodies the “who, what, where, why and when” of your marketing plan; your tactics reflect the means you employ to execute your strategy – the “how.” 

Create a winning strategy using the “S-T-R-A-T-E-G-Y framework”:

  1. “Scenario” – Reflect on your business’s current context and situation and potential factors that could affect it.
  2. “Targets”– Clarify your desired outcome and goals.
  3. “Reach” – Identify your target audience and how can you best connect with them.
  4. “Awareness” – How will you boost your target’s awareness of your brand?
  5. “Tactics” – What tactics can you leverage to achieve your desired outcomes and how will you apply them...

About the Author

Fellow at the Institute of Data and Marketing Association Jenna Tiffany is the founder and strategy director of the digital marketing consultancy Let’sTalk Strategy.

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