Marketing Management: The Guide to Having More Control and Being Strategic
Posted: Tue Dec 03, 2024 8:45 am
In an increasingly competitive environment, it is normal to need to achieve greater results. At the same time, there is constant pressure to reduce costs and use budgets wisely. Can you relate? In the midst of all this, marketing management may still be left aside.
If this scenario occurs, competitive intelligence is compromised, as are other results. The path to success, then, includes taking care of all the steps, from planning to execution, to reach the right levels.
But how do you do all this? To help you achieve strategic marketing management, this guide brings you the important stuff. Check it out!
1. What is marketing management?
Marketing consists of all the techniques and strategies that a company uses to promote products, attract customers and satisfy the needs of the public. It is also an approach responsible for defining the size of the consumer market, recognizing its behavior and making offers with great added value.
It is, therefore, a true machine for generating customers for the enterprise. However, the results depend on elements such as planning, strategic communication and good monitoring.
In this sense, marketing management plays a crucial role. It is important to understand that marketing management is not synonymous with planning. This element is important for achieving good results, but it is only one part of the puzzle.
Management is responsible for a complete process, which vp purchasing officer email lists includes diagnosis, feasibility analysis, decision-making, structuring and monitoring.
The team is made up of specialized professionals — both in marketing and other necessary skills. From there, all the work and campaigns that are executed are managed. More than that, there is a search for performance optimization.
2. What makes up marketing management?
For this process to be put into practice, it is not enough to do what has already worked or copy what the competition does. It is necessary to take care of everything that makes the campaigns meet specific objectives.
Just think of the process as a machine. All the gears need to work together. If one component doesn't deliver the best result, the others are compromised. So, to understand everything, see what points make up marketing management.
2.1 Marketing planning management
For the approach to be successful, it is first necessary to establish a good plan. This serves as a strategic map to guide the team and management. Without it, all actions become improvised and less attractive.
For it to be efficient, it must have some elements. Below, we will see which are the most important.
2.1.1 Diagnosis
How is the company's image ? And what about online visibility ? What are the main difficulties? What opportunities have been missed? Where are the competitors that the business is not?
All of this is essential to carry out a diagnosis of the current situation of the enterprise. With this understanding, it is easier to recognize the points that deserve attention and which obstacles need to be overcome.
2.1.2 Defining objectives
Next, it’s time to establish your marketing objectives . It needs to be clear whether the intention is to increase reach and brand awareness or to strengthen relationships. There are also possibilities such as:
generate leads;
increase conversion rate;
learn more about the audience;
consolidate itself as an authority;
become top of mind in the market and so on.
It is best if interests are quantifiable and associated with a time period, as this makes measurement easier.
2.1.3 Market research
In strategic marketing planning , it is essential to understand who the target audience is. Knowing characteristics such as gender, age, geographic location, purchasing behavior and main pain points is essential.
Carrying out this survey is important to understand how the company can help the future customer and what is the best way to reach them. Ultimately, this ensures a targeted approach.
2.1.4 Tool selection
Then, it’s time to define your online or offline marketing strategy . Which option is a priority or best for your business? What are the main techniques available? Which will be applied first?
This helps define whether, in digital marketing, the company will be on social media and whether it will have a website, for example. In the offline world, it is a way of establishing whether the actions will be local or broad. Since each business has its own requirements, it is necessary to select the configuration that makes sense.
2.1.5 Determining the schedule
Once you’ve determined what you’ll do and who you’ll be working on it for, it’s time to set deadlines. Creating a schedule helps you define a flow of marketing actions, which will maximize results.
The schedule also serves to prioritize urgent measures, in addition to ensuring consistency of action.
2.1.6 Establishment of indicators
Finally, planning must establish ways to monitor performance. Through metrics and indicators, it is possible to verify which approaches are successful and what needs to be revised.
It is also a way to measure returns, as well as identify new opportunities for future campaigns.
2.2 Marketing team management
Even though automation is increasingly present in the lives of companies, there is no denying that the process is carried out by people. It is necessary, for example, to have professionals focused on creation, monitoring results and strategy.
Marketing management, therefore, requires leadership and talent management. It is essential to align employees with the culture and keep them motivated.
In a scenario of integration with the sales sector, communication also needs to be strengthened. All of this helps to create the right organizational climate and ensure the execution of what was planned.
If this scenario occurs, competitive intelligence is compromised, as are other results. The path to success, then, includes taking care of all the steps, from planning to execution, to reach the right levels.
But how do you do all this? To help you achieve strategic marketing management, this guide brings you the important stuff. Check it out!
1. What is marketing management?
Marketing consists of all the techniques and strategies that a company uses to promote products, attract customers and satisfy the needs of the public. It is also an approach responsible for defining the size of the consumer market, recognizing its behavior and making offers with great added value.
It is, therefore, a true machine for generating customers for the enterprise. However, the results depend on elements such as planning, strategic communication and good monitoring.
In this sense, marketing management plays a crucial role. It is important to understand that marketing management is not synonymous with planning. This element is important for achieving good results, but it is only one part of the puzzle.
Management is responsible for a complete process, which vp purchasing officer email lists includes diagnosis, feasibility analysis, decision-making, structuring and monitoring.
The team is made up of specialized professionals — both in marketing and other necessary skills. From there, all the work and campaigns that are executed are managed. More than that, there is a search for performance optimization.
2. What makes up marketing management?
For this process to be put into practice, it is not enough to do what has already worked or copy what the competition does. It is necessary to take care of everything that makes the campaigns meet specific objectives.
Just think of the process as a machine. All the gears need to work together. If one component doesn't deliver the best result, the others are compromised. So, to understand everything, see what points make up marketing management.
2.1 Marketing planning management
For the approach to be successful, it is first necessary to establish a good plan. This serves as a strategic map to guide the team and management. Without it, all actions become improvised and less attractive.
For it to be efficient, it must have some elements. Below, we will see which are the most important.
2.1.1 Diagnosis
How is the company's image ? And what about online visibility ? What are the main difficulties? What opportunities have been missed? Where are the competitors that the business is not?
All of this is essential to carry out a diagnosis of the current situation of the enterprise. With this understanding, it is easier to recognize the points that deserve attention and which obstacles need to be overcome.
2.1.2 Defining objectives
Next, it’s time to establish your marketing objectives . It needs to be clear whether the intention is to increase reach and brand awareness or to strengthen relationships. There are also possibilities such as:
generate leads;
increase conversion rate;
learn more about the audience;
consolidate itself as an authority;
become top of mind in the market and so on.
It is best if interests are quantifiable and associated with a time period, as this makes measurement easier.
2.1.3 Market research
In strategic marketing planning , it is essential to understand who the target audience is. Knowing characteristics such as gender, age, geographic location, purchasing behavior and main pain points is essential.
Carrying out this survey is important to understand how the company can help the future customer and what is the best way to reach them. Ultimately, this ensures a targeted approach.
2.1.4 Tool selection
Then, it’s time to define your online or offline marketing strategy . Which option is a priority or best for your business? What are the main techniques available? Which will be applied first?
This helps define whether, in digital marketing, the company will be on social media and whether it will have a website, for example. In the offline world, it is a way of establishing whether the actions will be local or broad. Since each business has its own requirements, it is necessary to select the configuration that makes sense.
2.1.5 Determining the schedule
Once you’ve determined what you’ll do and who you’ll be working on it for, it’s time to set deadlines. Creating a schedule helps you define a flow of marketing actions, which will maximize results.
The schedule also serves to prioritize urgent measures, in addition to ensuring consistency of action.
2.1.6 Establishment of indicators
Finally, planning must establish ways to monitor performance. Through metrics and indicators, it is possible to verify which approaches are successful and what needs to be revised.
It is also a way to measure returns, as well as identify new opportunities for future campaigns.
2.2 Marketing team management
Even though automation is increasingly present in the lives of companies, there is no denying that the process is carried out by people. It is necessary, for example, to have professionals focused on creation, monitoring results and strategy.
Marketing management, therefore, requires leadership and talent management. It is essential to align employees with the culture and keep them motivated.
In a scenario of integration with the sales sector, communication also needs to be strengthened. All of this helps to create the right organizational climate and ensure the execution of what was planned.