Marketing support includes a number of tasks and procedures, from market studies and selection of marketing and competition strategies for company’s development, to control and evaluation of implemented strategic measures. The stages of marketing support that ensure stable development, provided integrated approach and marketing-oriented management, are as follows:
Market research. In order to determine its market position and chose a proper development strategy, every company has to be aware of the current condition of the market, its dynamics and predict future supply and demand. That’s exactly what market research is aimed at. Its results are processed with analytical programs to create a basis for decision making.
Positioning and market segmentation. This process suggests studying a company’s position on the market, its business segment. Market segmentation helps divide potential clients into segments according to certain criteria (geography, paying capacity, sex and age, etc.). Communication impact is focused on certain target audience with consideration of its preferences.
Marketing strategy is based on company’s strengths, weaknesses, advantages and disadvantages and assessment of the external environment impact. Marketing strategy outlines a company’s future behavior targeted at development and achievement of its goals.
Marketing-oriented management. To make marketing more efficient some companies have to adapt. This may include some changes in assignment of responsibilities or even adjustments in the organizational structure as well as staff training and orientation towards a new working perspective – service quality, increase in sales, communication improvement, decision making in the conditions of uncertainty.
Advertising campaign. Almost any ad agency can run an advertising campaign for you – it helps select advertising tools, appropriate for your product/service/brand, schedule their use and extension. An advertising campaign may include external advertising, online advertising, dissemination of promotional print, BTL-promotion, presentations and shows, promotional merchandise and much, much more.
Marketing support cycle is finalized with control of the results of all the activities mentioned above. Advertising tools, target audience impact and promotion mean efficiency is assessed. The degree of objective fulfillment and execution of plans is evaluated. Based on the findings, new suggestions as to the company’s development are offered, incorporating the methods that have shown to be the most efficient.
Marketing support is a complex process that requires expertise in management, marketing, advertising as well as a creative approach and out-of-the-box ideas.