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marketing goals Archives - Syneka Marketing

A Strategic Approach to Measuring Marketing Performance

By | Advice for Businesses, Resources | No Comments

What value does marketing deliver? This is the number one question any Chief Executive or Chief Financial Officer asks of marketing. Unfortunately, more often than not, the answer is not forthcoming.

This is why marketing is often the first department to be downsized during economic uncertainty, despite logic stating it should be one the of the last. Why is this? Ultimately, it is because marketing has failed to justify its own value.

This situation will not change while marketing follows an execution based approach, lurching between tactics; whether they be social media, content, events; or concepts, like the customer journey or customer experience, which have become so over utilised, they have been severed from any basis in marketing.

This situation is rife across all sizes of organisation; whether for-profit, not-for-profit or government, and yet the traditional approach is rinse and repeat, further eroding the credibility of marketing and its capacity to deliver value.

Since our formation in 2009 we have demonstrated the value that is created through a strategic approach, leading to recognition in the Australian Marketing Institute’s Awards for Marketing Excellence and our designation as Certified Practising Marketers.

Unfortunately, the word strategy has been hijacked by execution led agencies, who have tarnished the term for their own needs. This is despite the fact that the only strategy you will receive for example from a social media agency is social media. This does not provide a marketing strategy that integrates each element of marketing communications and the remaining marketing mix.

In 2016 we want to be able to stop saying we told you so, by preventing the litany of costly marketing mistakes that never should have occurred in the first place.

This is why we developed the Syneka Marketing Performance Methodology , which delivers an accountable and measurable marketing approach that is aligned with business goals. The Syneka Marketing Performance Methodology delivers continuous improvement within the marketing function and brings it back to its core definition of delivering value; the same way other business areas have been expected to strengthen outcomes and returns.

The Syneka Marketing Performance Methodology

The Syneka Marketing Performance Methodology commences with a Marketing Audit, which reviews existing activities through stakeholder consultation and internal analysis. The Marketing Audit defines the metrics required to measure marketing outcomes and establishes the foundations to deliver marketing performance.

The Marketing Forecast considers the external environment, identifying competitive pressures, customer demographics and market potential to achieve campaign or marketing goals. The result are outcomes that are optimised to deliver returns, supported through implementation schedules that identify metrics, outcomes and areas of responsibility.

The Marketing Audit and Marketing Forecast are designed to deliver results within the existing resource requirements. The Marketing Plan, the third component of the Syneka Marketing Performance Methodology , is designed to align business goals with marketing outcomes. The Marketing Plan considers both the short-term opportunities and the positioning that is required to achieve results into the future. The Marketing Plan defines the metrics that are required to measure marketing outcomes over the life of a business plan.

Marketing Execution is the last element of the Syneka Marketing Performance Methodology . This is because tactics and execution need to be guided through a strategic approach and not the other way around.

In the financial world the auditor never undertakes the day-to-day bookkeeping function due to the obvious conflict of interest. Marketing needs a separation between strategy and execution to ensure the delivery of accurate and measurable outcomes.

Our delivery of the Syneka Marketing Performance Methodology is undertaken through consulting services and training to build the capacity of marketing teams. Download our free guide of Syneka Marketing Performance Methodology to discover how we are re-defining marketing.

October in Review: The Syneka Marketing Framework

By | News | No Comments

Throughout this month we’ve covered the three components of the Syneka Marketing Framework. Our Framework is discussed in further detail through our latest YouTube Video, where we outline these three stages and their importance in developing effective business and marketing strategies.

The Audit Phase

This is where you assess your existing marketing activities, identify what works and where improvements can be made. The Audit Phase is designed to improve the effectiveness of your marketing activities and to leverage opportunities that can be created in the short-term.

Our Marketing Audit is specifically designed for this phase to deliver a twelve month marketing action plan.

The Plan Phase

The planning of your business and marketing activities needs to considered in the context of your objectives, target markets and value proposition. The planning phase considers this context, through undertaking research and analysis that identifies how to position your business or organisation into the future.

Our Strategic Services, incorporate both of these phases, with outcomes that include strategies to achieve your business and marketing goals. These strategies are reinforced through analysis that supports their direction, by understanding customer demographics, industry conditions and your value proposition.

The Execution Phase

This is when your plans become reality, through the delivery of marketing outcomes that achieve the objectives you have identified. Marketing execution requires an implementation schedule that identifies when key tasks are required and the outcomes that should be expected. Delivering outcomes is only possible if you are clear on what needs to be measured and the anticipated results.

Our outsourced marketing implementation and execution services is where we provide support dung the execution phase.

Read All About It

We also have our free eBook, Marketing Methodology That Works, which explores each stage in greater detail. We believe it is important to have a strategic approach to business and marketing planning and have shared some of our insights through this eBook.

Marketing Methodology that Works can be downloaded from www.synekamarketing.com.au/ebooks.

Alex with board, staff, teachers, students and volunteers of North Melbourne Language and Learning

Marketing Workshop with North Melbourne Language and Learning

By | Advice, Advice for Not-for-profit Organisations and Charities | 3 Comments

North Melbourne Language and Learning (NMLL) is a community based, not-for-profit organisation, located in the North Melbourne Housing Estates. The organisation specialises in the educational needs of newly arrived migrants and refugees by providing English language courses and computer skills.

North Melbourne Language and Learning has a strong emphasis on community development, ensuring that its students not only gain critical skills but also belong to their wider community. This approach helps improve the confidence of students and enables them to consider further study or career opportunities.

This afternoon I conducted a marketing workshop for North Melbourne Language and Learning to provide an opportunity for input from volunteers, students, staff and board members into the development of the marketing plan.

The Marketing Workshop for North Melbourne Language and Learning

The Marketing Workshop for North Melbourne Language and Learning

North Melbourne Language and Learning clearly delivers a critical need within the community and has strong enrolment in its classes. In this case a marketing plan looks as how an organisation could further its reach and strengthen its connection to stakeholders, such as funding bodies and its target market.

Discussion is essential when developing a marketing plan as this ensures that the identified objectives meet the needs of the organisation. Objectives frame a marketing plan and the identified strategies are designed to achieve these marketing goals. It is therefore critical that all members of an organisation understand the merits of the marketing plan and work towards its implementation.

Alex with board, staff, teachers, students and volunteers of North Melbourne Language and Learning

Alex with board, staff, teachers, students and volunteers of North Melbourne Language and Learning

Feedback was particularly important from the participating students, who discussed how they discovered the courses available at North Melbourne Language and Learning and their reasons for seeking study opportunities. Likewise, volunteers, staff and board members were able to place context in terms of their activities and the roles they undertake within the centre.

The workshop will ensure that the finalised marketing plan is able to be implemented by North Melbourne Language and Learning with clearly identifiable actions and goals.