The strategy implementation and management of marketing activities are explored.
The marketing function must have effective strategies and be able to handle the strategy implementation. Marketing strategy implementation is the process of turning plans in the actions.
It describes who does what, when, and how. Effective implementation requires skills and allocating, monitoring, and organizing, and interacting at the level of marketing functions, programs, and policies.
In this post, I’ll be discussing the administrative side to marketing and examine how companies organize, implement, and control their marketing activities. In this phase, is where most marketing leaders struggle.
It is not for the lack of trying. marketing is now, as it is always been, an art form. But the next generation of marketers understands it can be so much more. These marketing innovators are rewriting what is possible when the art and science of market and collide.
Strategic marketing implementation is hard and takes attention to the details to be successful.
Deciding what customers to target and selecting positioning strategies for each target moves the planning process to the strategy implementation and marketing management stage (Exhibit 1).
This stage considers the design of an effective marketing organization, the implementation, and control strategy, and the use of information systems for planning and management of marketing strategies.
Organizational Design and Effectiveness
Effective organizations, leaders appoint people and assign them to work responsibilities in an organizational design that best accomplishes the company’s marketing strategy.
Strategic marketing implementation is important to hire the best and nurture their strengths.
Deciding how to assemble people into marketing departments and assigning responsibility for the various tasks that make up the marketing strategy influence strategy performance.
Organizational structures and processes must be matched to the different business and marketing strategies that are developed and implemented. Environmental turbulence affects organizational effectiveness, creating new organizational design requirements.
The marketing organization must be flexible to respond to changing conditions and strategy needs. The organizational design should be evaluated regularly to access its adequacy and identify necessary changes.
Organizational effectiveness is influenced by both external and internal factors. The organizational approach selected by management is guided by an assessment of these factors.
In ADOBE’s Digital Distress report, 1,000 marketers were surveyed and these are their findings:
Marketing is in a talent war. Marketers must be tech-savvy, hybrid marketers who can build, manage and execute an integrated marketing campaign that produces measurable results.
And the battle for that talent is just started. However, the traditional schools’ system is not prepared to match the industries requirements.
What does the modern marketing organization look like? What are the skills needed to build a performance team?
According to Accenture’s findings, marketers will need to hire, reschedule, and redeploy people to improve efficiency, agility, and responsiveness marketers need talent that can create a consistent and multichannel experience that meet customers needs, expectations, and demands for relevance.
Market and Environmental Factors.
Market and environmental complexity, interconnectedness, and predictability may influence a company’s effectiveness.
The number of product markets in which the company operates is a measure of complexity. Interconnectedness concerns the extent to which the key elements of the market and its environment are organized and interrelated.
Industrial markets with a few buyers are interconnected; consumer markets often or not. Predictability is influenced by how fast the environment is changing and how much the company is in direct contact with the environment.
Ownership of an entire channel of distribution by one organization can help increase predictability, end direct contact with buyers through affirm sales force.
Characteristics of the Marketing Organization.
Organizational components are created by dividing decision-making authority in the functional department with different goals, and by the number of difference between management levels.
Integration is the process of managing the various units that can pose a company. Methods of integration maybe conventional or non-conventional.
Conventional methods include:
- Using plans;
- Using a higher-level manager to resolve problems.
Non-conventional mechanisms may involve the use of:
- Integrating specialist such as product managers;
- Temporary teams assigned to a specific task;
- Combination organizational structure such as matrix organizations;
- Or the creation of an integrated organizational structure.
Marketing Implementation and Control
Marketing strategy implementation and control includes three important management activities:
- Preparing the marketing plan and marketing budget
- Implementing the plan
- Managing and controlling the plan during the time span covered by the plan
Marketing Plan and Budget.
The selection of a marketing strategy moves the planning process to the actual plan development. Preparing the plan involves several activities and considerations including:
- Selecting the planning cycle and frequency
- Deciding the nature in the scope of the annual plan
- Choosing a format for the plan
- Forecasting revenues and estimating expenses
The marketing plan includes:
- A situation analysis summary
- Target market description and strategic evaluation
- Overall objectives and specific objectives for each market target
- Marketing program positioning strategy
- Product strategy
- Distribution strategy
- Price strategy
- Promotion strategy
- Marketing research
- Coordination with other business functions
- Forecast and budgets
- Contingency plans
Marketing Implementation Strategy.
The marketing plan should include action guidelines concerning the activities to be implemented, assignment of responsibility for implementation, the dates and location of implementation, and how implementation will be accomplished. Several factors contribute to implementation effectiveness including:
Evaluation of Marketing Performance.
Strategic marketing planning is a continuing process of making strategic decisions, implementing them, engaging their effectiveness. Planning is adaptive, not fixed. In terms of its time requirements, strategic evaluation is far more demanding than planning.
To be meaningful and effective, plans must contain commitments. Strategic evaluation is concerned with tracking performance and, when necessary, altering plans to keep performance on track.
The strategic evaluation also includes looking for new opportunities and potential threats. It is critical for marketing managers to evaluate changing external conditions in business planning.
Strategic evaluation is the link between the strategic marketing planning process as shown in Exhibit 1 (above). By serving both the last stage and the first stage in the planning process, strategic evaluation of shares at planning will be an ongoing activity.
Strategic Role of Information
Marketing technology has been a game changer. companies of all sizes have access to the tools and knowledge needed to grow more efficiently and intelligently, to outthink, rather than outspend, their competition.
Effective management information systems provide an important sustainable competitive advantage. It is up to marketing leaders to be able to gather, interpret, and react efficiently to the data analysis. Information systems are key determinants of organizational effectiveness.
The exciting advances in Information technology offer opportunities for a hierarchy organizational design and compressing the time span between decisions and results. Marketing automation systems like Infusionsoft or HubSpot offer the marketer a wealth of data and analytics.
Information and Marketing Strategy.
The information processing requirement of companies is expanding as their competitive environment become more dynamic and volatile. Environmental turbulence requires flexibility and adaptable strategies.
Real-time information is needed in strategic analysis and decision-making. Innovative and efficient information systems can reduce cost, improve customer satisfaction, and improve the company’s effectiveness. Information systems can also aid operating relationships between cooperating organizations and with other departments such as finance and sales.
Hardware, software, and cloud technologies offer an impressive array of information processing and transmission capabilities. These systems include computers, telecommunications, and the Internet. Dramatic reductions in cost uppercuts effective opportunities for data storage, analysis, and transmission.
Information technology has changed the economic cost-benefit balance in favor of making major expansions in the information processing capability of companies.
Marketing automation platforms, integrated with sales and CRM systems, to deliver maximum value at every touchpoint is just entry to play. Today’s marketers that can analyze marketing data and turn it into information into intelligence and intelligence into action. This is the transformation of the traditional marketer.
What the heck is marketing automation anyway? Watch this from our friends at Copyboggler (@copyblogger).
Wrap Up on strategic marketing implementation
I have explored the implementation and management of marketing strategies. Focusing on evaluating and improving company effectiveness, the development of information and decision support systems, and marketing strategy implementation and control.
implementation and management of marketing strategies. Focusing on evaluating and improving company effectiveness, the development of information and decision support systems, and marketing strategy implementation and control.
This is the action phase of strategic marketing planning. Strategic marketing planning is a continual process of making strategic decisions, implementing them, and evaluating and managing the marketing strategy.
How often do you review your marketing strategy and adapt it?
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