STRATEGY

Would a sports coach go into an important match with no strategy? Not if they're trying to win. So why do so many marketers spend budget on activities with no real plan behind them?

Jumping on a hyped new platform without checking it fits your brand or audience is a common mistake. So is chasing new touchpoints without first confirming your target group actually uses them, or defining the KPIs you'll use to measure success.

Marketing is a marathon, not a sprint. A real strategy covers the whole customer journey — we structure it into five phases: Aware, Appeal, Ask, Act, Advocate — and build the activities that support each one for long-lasting results.

That covers everything from target group analysis and KPI development to inbound lead strategies, touchpoint selection, communication guidelines, and content marketing.