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Over the course of November we discussed our strategic marketing methodology, exploring the three phases we utilise to develop marketing plans. Each of these phases are required to develop a marketing plan that is based on accurate information, can identify the strategies that achieve your business goals, and is measurable through outcomes that can be measured.

Our latest YouTube video explores each of the three phases covered in our strategic marketing methodology.

We started at the Capture Phase, which ensures that a marketing plan is relevant to your context. This phase includes the relevant research to understand your target markets, competitive processes and the broader industry context. The Capture Phase sets the relevant foundations for your marketing plan, by ensuring accurate and relevant information.

The Strategy Phase consists of analysing this information to determine the strategic direction of your marketing activities. This phase develops your value proposition, as well as the key messages and marketing activities that are needed to engage your target markets. Engaging staff, customers and other stakeholders can be useful in clarify your strategic direction. The outcomes from this phase include the identified strategies that will achieve your business objectives.

The Delivery Phase is where you identify the actions that are required to achieve these strategies. Marketing needs to be measurable and this phase is where you can identify the expected outcomes from implementing these actions. The delivery phase requires implementation schedules, identifying the timeframes and resources that will be required. Proactive planning will enable you to measure the progress and effectiveness of these activities.

Combined these three phases provide a strategic marketing plan that is measurable and delivers results. We further explore our marketing methodology in our eBook, Marketing Methodology that Works, which is available for a free download from our website.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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