- Advertisement - Introduction
- Advertisement Design
- Campaign & Promotion
- Advertising Research
- Copywriting
- Portfolio Presentation
- Advertising Agency
- Advertisement - Code of Ethics
- Marketing Communications
- Marketing - Introduction
- Strategy & Planning
- Integrated Marketing
- Interactive Marketing
- Research
- Corporate Communications
- Brand Management
- Marketing Vs. Advertising
- Contemporary Issues
- Useful Resources
- Quick Guide
- Useful Resources
- Discussion
Strategy & Planning
Strategy without tactics is the slowest route to victory
Tactics without strategy is the noise before defeat.
− Sun Tzu
What is a Strategy?
Defining marketing communication strategy is not an easy task because it depends upon different distinct variables. It is planning and integration of all communication tools for a single purpose. In 1997, Smith et al defined marketing communications strategy as −
The message or sequence of messages which should be shared with specific target audiences through the optimum communications mix.
Features of Marketing Communications Strategy
Before you make a strategy, you need to consider the following three points suggested by Micael Dahlen et al (2003) −
Target Audience − Whom are we trying to reach
Persuasive Message − What do we want to say to them
Channel − How are we going to say it
Marketing Communications Strategy Process
To make a well-planned and result-oriented strategy, you need to follow a strategic process. The following diagram illustrates the important components of marketing communications strategy process −
Marketing Communications Planning
Planning and strategy is pretty confusing terms and many times used interchangeably. However, the most significant difference between them are planning is an internal problems and strategy is the external problems of the company. Secondly, planning supports strategy to get accomplished. The following diagram illustrates the Marketing Communication Planning −
Changing Trend of Marketing Communication
Today, the trend of advertisement and marketing communication has changed. Many of the companies including Adidas, Nike, Coca-Cola, etc., are putting more emphasis on digital marketing.
For example, as per the report − Nikes new future campaign strategy is Competition via Social Media. Nike has reduced the budget of its traditional marketing by 40%. Its new strategy is to target group audience in the 15-25 age group through social media.
Another example is that of Adidas. The main strategies of Adidas group are −
- Diverse Brand Portfolio
- Investments Focused on Highest-Potential Markets and Channels
- Creating a Flexible Supply Chain
- Leading Through Innovation
- Develop a Team Grounded in our Heritage
- Becoming a Sustainable Company
Check Your Progress
- What is the difference between strategy and planning?
- What is the difference between strategy and planning?
- Define various features of marketing communications planning.
- Define the new strategy of big brands.