What is a Strategic Planning Process? A strategic planning process is a tool that a company can use in order to determine the direction of its marketing efforts, assessing the current situation, and making projections for the future. It provides a way of establishing its values, vision and mission, while correlating long-term goals with …
What Is a Marketing Environment? A marketing environment is the sum total of the different components that make up a company’s marketing activities, encompassing all the elements that drive and impact that area of its operation. A company needs to be constantly in touch with its marketing environment, identifying potential opportunities—or challenges—in order to …
How Do Supply Chains Function? Supply chains are networks spanning a spectrum that run the entire gamut of the production and marketing of goods. Every person, organization, action, and resource involved in the process becomes a link in this chain. The main elements include: finding raw materials, manufacturing those materials into basic components, using …
What Are Marketing Metrics? The term “marketing metrics” refers to the practice of measuring a company’s progress over time, through monitoring and recording data. Although the actual form these metrics take will depend on the platforms being used, what they all have in common is the goal of tracking successes and failures. It can …
Traditional Marketing Mainstays Simply put, traditional marketing can be defined as any marketing that is not conducted online. Also referred to as offline advertising, traditional marketing encompasses a wide variety of approaches, from coupons and direct mailers to newspaper and magazine ads, television and radio commercials—and even phone calls and text messages—with a number …
What are Online Brand Communities? Online brand communities are made up of groups of people who have come together around a shared interest in particular brands, connecting with them in ways that go deeper than merely purchasing products or services. The consumers who make up these communities develop a sense of loyalty to the brands …
What is a Customer Journey? A customer journey describes the sum total of experiences a customer goes through while interacting with a company. This includes contacts on a variety of different levels, and through a series of stages, comprising the consumer lifecycle. For example, prior to even making a purchase, customers will hear about …
What Are Consumer Attitudes? Generally speaking, attitudes are the beliefs, perceptions, and emotions that people have toward the people, places, and things in their environment. These responses are then expressed through actions, and can reflect either favorable or unfavorable judgements. In terms of marketing, attitudes refer to the way that consumers evaluate products and …
Why Social Media Marketing Works The publishing industry was one of the first to take advantage of the practice of social media marketing. It became a means of attracting users to certain websites, while at the same time sharing pertinent content with widespread audiences. Since its earliest uses in marketing, the entire realm of …
What is Content Strategy? Content strategy refers to the practice of using marketing goals as a basis for the creation of content, which is executed according to carefully conceived plans, with the aim of achieving these goals. Simply put, content is information about any given topic. In marketing, this information tends to take on …