Several years ago, I was asked to establish a ‘digital marketing strategy’ for an event that was just under six weeks from starting. The words’ digital, marketing and strategy’ used together should have frightened me...
It’s essential that we not just have a market-orientated approach, solid research, informed STP and an excellent strategy. In addition, you need to establish your organisational values. For example, legacy is what you stand for....
Marketing Myopia is “a nearsighted focus on selling products and services, rather than seeing the “big picture” of what consumers really want.” Focusing more on immediate sales than on marketing and knowing about the consumers’...