STRATEGY is a brand new way of thinking about Marketing Strategy.
There are lots of models and frameworks available for parts of campaign strategising. My new book, ‘Marketing Strategy’ explains them all, from old favourites like SWOT, PESTLE and VRIO to brand new frameworks like SWOTELL and SCALE. All of these are fantastic for guiding you through things like background analysis and setting objectives.
However, no framework for guiding you through every aspect of your strategy, step-by-step has been available.
Until now.
Welcome to STRATEGY
I drew up this framework over many years of experience as a marketing strategist. I have found it incredibly helpful when guiding clients through the strategic process. It’s transformed many marketing departments, and led to some of the best campaigns I’ve ever seen!
My framework covers everything you need to do in order to plan, research, execute, analyse, and improve any marketing campaign. So that it’s easy to follow (and even easier to remember!) I’ve designed it as an acronym: STRATEGY.
You can use STRATEGY as a blueprint for any campaign. No matter what you’re marketing, following the STRATEGY steps will get you the results you need.
In the meantime, here’s a brief rundown to get you started:
- S – Scenario. To start strategising, you need to know what you’re working with. Take stock of the scenario you’re currently facing. What’s your brand’s situation? What’s your market looking like? Understanding your current scenario will give you a great strategic foundation for launching your campaign.
- T – Targets. Your strategy needs something to aim for. Picking great goals, objectives, and KPIs will give your strategy direction.
- R – Reach. Who are you trying to reach with your campaign? The Reach stage is devoted to your most important asset: the customer. Do some intense customer research, and learn how to build customer relationships that last.
- A – Awareness. This step is all about grabbing people’s attention and driving Awareness. How are you going to pique your audience’s interest? What will make them pause their scrolling at your post?
- T – Tactics. Time to get creative! You’ve identified the kinds of things that will grab your audience’s attention. Now build that knowledge into some winning campaign tactics.
- E – Execution. Crunch time! Send your strategy into the world and see if it takes flight. There’s a lot more to this stage than just pressing ‘Send’, so be sure to check out the ‘Execution’ chapter in my book for a smooth and successful launch.
- G – Generate. Data is vital for any good marketing strategy. Each of the above stages involves a good deal of data work (learn more about this in my book), but this is where data really comes to the fore. At the Generate stage, you’ll be monitoring your campaign’s progress and gleaning real-time insights from your data.
- Y – Yield. Marketing is a process of constant learning. At this stage, you’ll gather together your campaign data, analyse it, and form actionable insights to help make your next campaign even better.
Learn how to excel at every step with ‘Marketing Strategy’ by Jenna Tiffany
I know what you’re thinking. “Great rundown, Jenna. You’ve told us what to do at each step. But what about how to do it?”
Well, to tell you how to complete every step, I’d need a lot more space than I’ve got in this blog. An entire book’s worth of space, in fact.
Luckily, I’ve done exactly that – filled an entire book with everything you need to go through the STRATEGY framework.
‘Marketing Strategy’ will teach you how to complete every letter of the STRATEGY framework in detail. Through easy-to-read explanations, case studies, practical exercises, interviews, and exclusive new models, I’ll give you all the tools, tips, and tricks you need to construct a winning strategy from scratch.
Here’s what Gavin Leugenie, Head of Strategy and insight at dotdigital said when he read it:
“Marketing strategy, Jenna just gets it! This book is testament to her unique approach to working; whether it’s building from scratch or re-evaluating a current strategy, it’s all about generating results. The interviews with real-life marketers add a unique layer and sprinkles added flavour, colour and relevance to an already insightful and practical read—a must for anyone looking to challenge or reaffirm what they’re already doing.”
About Jenna Tiffany
Jenna Tiffany, award-winning marketer, has been recognized as one of the top 50 marketers to follow in the world. She is the Founder and Strategy Director at marketing agency Let’sTalk Strategy, providing strategic consultancy services across the digital marketing mix. She is a Chartered Marketer and awarded Fellow of the Institute of Data & Marketing (IDM) with over ten years’ marketing experience, and has consulted on marketing strategy with brands such as Shell, Hilton and World Duty Free.
Jenna is a keynote speaker, having spoken at hundreds of marketing events worldwide and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna is also a qualified teacher regularly teaching marketing at universities. She regularly gets interviewed for her thoughts on marketing strategy and the latest trends.