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Developing Campaigns
內容大綱
Corporate strategy is vital for all organizations; however, the vast majority of employees are unaware of or do not understand their company strategy. Business leaders, on the other hand, are increasingly recognizing the need to bridge the gap between marketing and their corporate strategy in order to succeed. Rather than providing a map for creating a strategy, this text offers easily implemented tools to connect all aspects of an organization's marketing program to its business strategy, which will then help communicate the company's strategy both internally and externally. Guidance is given on how to make sense of all the reams of data available in this day and age. Written particularly for marketers, this book provides practical help in addressing everyday challenges as well as a comprehensive overview connecting high-level business strategy with individual tactics, such as social media, news articles, and ads. Chapter 8 offers a seven-step guide on how to organize a campaign; the seven steps are plan, meet, map, create, produce and launch, optimize, and report. Planning starts with outlining the company's positioning, message, audience, budget, and schedule, as well as who will be part of the team. Once planning is complete, meet with the team to review the plans, discuss tactics, and brainstorm. The mapping stage is where the Connect-Convince-Convert model is used; for the creating stage, it's best if all campaign tactics are created together. Review the entire campaign with the team before it's launched; the team should also go through it individually after the launch to make sure each piece is working properly. The last two steps, optimization and reporting, are discussed in detail in chapters 9 and 10. Tips on working with an agency to create campaigns are also offered.