Zeroing in on audience value
Once you’ve identified your target audiences, it’s time to look at what they value. Your value proposition (which we looked at in Week 1) is an articulation of what your …
Course: Developing Your Marketing Strategy
The steps to implement your marketing program
This video explains the importance of monitoring your marketing activities and how to do it effectively. It provides practical tips for marketers to monitor their campaigns, including tracking the feedback, …
Best practice use of each marketing channel
Let’s look at the major marketing channels you can use, and how they work well. This is where creativity and strategy meet – it’s the right message put on the …
Risk types
From this video, you will learn about the different types of risks that businesses may face in their marketing activities, including reputational or PR risks, legal risks, financial risks, and …
Developing your voice and messaging
After watching this video you should recognise the importance of developing a value proposition for your business, product, or service. The value proposition should answer questions about the problem your …
The challenges of implementing your marketing strategy
Implementing a marketing strategy can present various challenges – some of them internal, some external. Regardless of their source, they are challenges that need to be addressed. Study the information …
How should you evaluate?
Here are some steps you can follow to evaluate your marketing program: Measure your performance: Use key performance indicators (KPIs) to measure your marketing program’s performance against your defined goals. …
The buyer personae
Creating a buyer persona can be a great way to visualise the segments of your marketing strategy, and to better tailor your content to zero in on their needs. A …
Who are you? Positioning strategies in your marketplace.
In this video, you will learn about the importance of positioning in marketing and how it can help you create a distinct image and perception about your company, brand, and …
Marketing strategy explained
After watching this video you should be aware how recent definitions give us a better understanding of effective marketing in the 2020s than traditional definitions, with the shift in focus …
How do you set marketing goals?
This video explains how a marketing strategy with clear goals aligned to your business can help you focus your efforts and measure success. You should be able to follow the …
Why your business? What is your point of difference?
After watching this video you should be able to articulate your point of difference and work towards developing your value proposition. Your value proposition should focus on benefits to your …