Marketing implementation is the ongoing execution of your marketing activities. This phase should only be undertaken once you have completed your marketing plan, as this will identify what types of marketing will be most effective for your business.
The first stage when executing any marketing activities, is the development of an implementation schedule.
Develop a schedule of when tasks need to be completed and work backwards to identify when they should commence. Identify which activities are dependent on others, so that tasks are able to be completed as required. For example, a brand and visual identity will be required before developing brochures or a website. Developing a brochure without a brand will result in diminished outcomes.
Marketing implementation can take many forms and ultimately depends on your products or services, your target markets and your available resources. Branding, logos, media engagement, websites, business development and the sales process are all aspects that should be considered as part of marketing implementation. Each of these marketing tools will influence purchase decisions and your target markets, so your marketing plan should be used as a guide to ensure consistency and relevancy.
The marketing methodology includes the key phases of your marketing activities.
Marketing implementation will often require the ability to work on multiple tasks simultaneously. Some tasks, such as attending networking events or workshop sessions, may be ongoing and you will need to manage these activities while working on other items.
Most of the identified marketing activities should be interconnected, so you can develop a consistent approach and leverage each outcome. Interconnectedness will strengthen your overall marketing messages, since each activity should reinforce the value proposition you identified in your marketing plan. Ensuring a consistent approach you enable you to develop a narrative that clearly articulates your value proposition and the outcomes you provide.
Your marketing plan will also assist in being able to measure results. Consider the purpose of each marketing activity, who it is that you want to reach, how you will reach them and what outcomes you are anticipating. All forms of marketing can be measured, including offline methods. Consider the use of tracking codes, or specific telephone numbers to measure the effectiveness of brochures and leaflets. Also remember that often a customer will require a number of contact points before responding, gain an understanding of which tools and messages resonated with them.
A strategic approach to marketing implementation, through the marketing planning process, prevents a hit or miss approach to marketing. Ultimately this saves you money and time because you have a clear understanding of what is required to achieve your business goals.