Activity: Develop Marketing Strategy

A marketing strategy is the integration of many mini-strategies, all aligned to achieve the defined marketing objectives. Some marketing strategies focus on user acquisition, while others emphasize retention. Vary the amount of time and effort spent on these steps to suit your project's needs.

More detail: Purpose - Frequency - Steps

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Purpose

To determine strategy and tactics for marketing campaigns using diverse skills to determine appropriate targeting, partnership, media mix, scheduling, creative, and communication approaches.

Frequency

When performed, this activity is done iteratively over the life of the project. The timing and number of iterations required to establish an acceptable marketing strategy varies greatly from project to project, depending on the extent of marketing included in the project, the marketing budget, etc.