Detail: Formulate Marketing Strategy
An under-used web application does not reach its potential. Promoting a new site - even if it is an intranet site - requires planning and often creativity. These marketing activities affect your success. Use the links below for an overview. For details about a role, activity, or artifact in the diagram, click on its icon.
Click the icons for definition
The purpose of this workflow detail is to:
- Understand the business background and the marketing strategy context
- Determine the objectives for a marketing campaign
- Develop or review the customer acquisition and retention strategies
These activities help to determine how the marketing campaigns or programs will be executed. In Activity: Define Marketing Objectives the Role: Acquisition Marketing Strategist works with stakeholders and the Role: Business Strategist to set quantitative and qualitative goals for the marketing campaigns. Once the objectives are set, the Acquisition Marketing Strategist works with the stakeholders, Role: Relationship Marketing Strategist, and Role: Media Planner to perform Activity: Develop Marketing Strategy. Decisions (and recommendations, in some cases) are captured within the Artifact: Marketing Plan. The Marketing Plan guides tactical marketing actions that are primarily carried out during the Transition phase.
The Role: Acquisition Marketing Strategist works closely with stakeholders to determine the marketing objectives. Medium to large projects may require a "marketing team" of one or more people acting as Acquisition Marketing Strategists as well as people with specialized skills in customer retention and media planning.
The marketing team's composition will vary depending on the phase of the project and the particular marketing objectives. For example, a project emphasizing customer retention may employ several specialists as Role: Relationship Marketing Strategists, whereas a project launching a new product may require the people acting as Acquisition Marketing Strategists to also play the Relationship Marketing Strategist role. The Role: Media Planner may be briefly involved in the Inception and Elaboration phases and is most heavily involved in the Transition phase. For projects where media buys are out of scope, the Media Planner role may not be needed.
All marketing team members should have extensive marketing experience and possess an understanding of how to present a unified marketing strategy (both acquisition and retention). By working with the Role: Business Strategist, the Acquisition Marketing Strategist and others gain a solid understanding of the overall business objectives and strategy.