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the Marketing Opportunity Analysis gets legs
Marketing
I wrote in my blog some weeks ago... ‘The biggest problem with internet marketing is that so many businesses have not worked out what they are doing with their offline marketing. Consequently, they are trying to take confused offline marketing messages to an online world.’
This triggered quite a number of enquiries. After a few conversations, it became obvious that the starting point with any new client should be to go through a structured Marketing Opportunity Analysis including a digital performance assessment.
In the analysis I am looking at the client’s existing marketing assets to see if they can be leveraged and optimised to perform better for little cost.
There is a clear pattern that has emerged in the ones that I have already done... every company sabotaged the success of their existing marketing budget in one way or another.
There’s no question in my mind that it is important to fix the offline issues that we identify in the analysis in order to be able to ultimately get the best return on investment from internet marketing.
I would encourage you to take the same approach... step back from the internet for a minute and take a look at the performance level of your offline marketing.
There are four quadrants to any business that interact between each other:
Finance
Sales & Marketing
Internal Operations
The Evolution of the Business ie. Where is it going?
So when you are looking at the performance of your Sales & Marketing quadrant it’s always helpful and practical to have a think about how it is impacting or boosting the performance of the other three.
As always, you are welcome to post your questions and comments below
Keep your
powder dry,
Warren Cottis
PS. Are you receiving my weekly marketing ezine?
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