In the marketing world, Rumelt’s Kernel Strategy model involves knowing how to answer some basic questions: Who is my audience? What is the market and competitor scenario? What is my position with this Spain Phone Number List target audience? What are my strategic goals for this target audience? Then, we should create our guiding policy and answer those questions long before we start spending time and money on virtual reality tactics and usage plans or launching a presence on Instagram and TikTok. Kernel Content Marketing Strategy What about Content Marketing? As you can already imagine, the approach is similar: Kernel Strategy in Content Marketing Diagnosis It’s basically something that involves answering the question: what’s going on Spain Phone Number List Rather, it involves: answer the questions: what challenges are we trying to overcome? Is it brand recognition or a lead generation issue? Or both? In addition, it is necessary to understand the audience, their preferences in terms of content at the stages of the purchase journey, the psychological profile of the audience Spain Phone Number List and the distribution of channels where the content is consumed, whether online or offline; understand the competition, its audience and market dynamics; eventually, do a content audit to understand if and how much of your content is in line with audience preferences, challenges, and pains. Guiding policies Define the objectives and goals for that target audience, as well as your Spain Phone Number List position in front of the audience and the macro themes, or content pillars, that are decisive for engaging them.
Coherent Set Of Actions
It basically consists of editorial and distribution plans. Back to the three Spain Phone Number List scenarios It should now be quite clear which strategic mistakes were made in the three scenarios. If that’s not already evident, here’s my view. Then you can add your ideas and comments. scenario one It is clear that the agency is suggesting a set of actions without first understanding the challenge and having a clear diagnosis. This is what Mark Ritson calls Spain Phone Number List “the risk of tabification.” Lactification has always been the obsession of marketers, but it grew with the advent of social media platforms and the ability to measure results in real time. “Instagram Marketing” and “Social Media Strategy” are not things. Instagram is a marketing channel. “Social media” is a set of marketing channels. scenario two This is the typical situation where leaders confuse goals and strategy. Having goals is important, but they are not a strategy. How many times have you seen slideshows with strategies like “we’re going to grow in triple digits and beat the competition in the next three years” Spain Phone Number List That’s certainly a great vision, but it’s not a strategy unless someone from the top management explains how it will be possible to grow in triple digits in a market that grows 5% a year. New product offers? Change the organization? Increase the target audience? As Rumelt explains, good policy guidelines are not goals or visions or images of desirable outcomes. This is exactly Spain Phone Number List what happens in scenario two, with Greg and Mike confusing OKR’s goals with corporate strategy.
The dual speed model
I recently wrote about the two “natures of marketing”, Spain Phone Number List long-term brand recognition and short-term sales activation. In Les Binet and Peter Field’s latest major research, Effectiveness in Context, hundreds of IPA Databank campaigns were examined with a focus on marketing effectiveness, and this illuminates the dual model well. Field and Binet define activation of marketing disciplines (fast) and brand building (slow) as follows: activation is marketing that invokes an immediate behavioral response without Spain Phone Number List necessarily affecting long-term memory and behavior. It’s lead generation, as we in the B2B segment usually call it. It’s PPC. It’s a limited-time promotion (think Amazon’s daily promotions); Brand building is when you create long-term memories that influence behavior longer. These are far-reaching campaigns. It’s TV ads or campaigns that people Spain Phone Number List remember for years. Every marketing activity has branding and activation effects. But this mix varies, depending on the target, the copy, the medium, among others. Research indicates that there is a trade-off between branding and activation effects. Activities that do well in one tend not to perform as well with the other. It is not difficult to divide marketing activities between those that work primarily with a focus on branding effects and those that work through activation. Pay attention Spain Phone Number List to the term “primarily”. In recent years, we’ve seen short-term marketing techniques as a top priority in companies across many industries, including B2B and financial services. Companies have invested a lot of their resources in short-term, quick-return campaigns, driven primarily by online paid media programs and related content in hopes of increasing sales in the coming quarters.
