A clear marketing road map can drive your firm to success
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The marketing industry is littered with the casualties of poorly executed campaign strategies that fail due to the lack of a precise and clear action plan.
Many marketers believe that they can simply go it alone and embark on "guerrilla" marketing tactics, flagrantly flouting industry best practice guidelines.
One of the best ways to make sure your marketing campaign doesn't end up in the trash is by putting together a lucid marketing plan that sets clear and achievable objectives.
According to Bryce Marshall, director of strategic services at Knotice, a road map for success provides guidelines for implementing a "relevance-centred approach" and should be buttressed by a solid foundation.
Writing on Marketing Profs, he stressed that all successful marketing road maps should have a number of critical components, the most important being a set of objectives, a long-term vision, incremental campaign optimisation and a set of resources and responsibilities.
"Overall, achieving a relevance-focused approach to direct digital marketing requires decisive action," Mr Marshall says.
"The existence of too many known and unknown barriers across many marketing organisations makes a passive attitude unsustainable."
Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing
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