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• What is Strategy?– Goals– Plans to achieve them– Actions required for the plan– Actors require to take the action
• A good manager is strategic in thinking
• What is Marketing Strategy?– Increasing sales– Achieving Competitive Advantage– Expanding and Exploring reach
• What makes a good Marketing Strategy?– Highlighting the Unique Selling Point– Connecting with the audience– Retentive way of connecting
• Retention comes from creativity and ingenuity
• The way of executing a marketing campaign is governed by Creative Strategy
• Features– Finite Scope– Scalable– Connectable
• By methods like SWOT, PEST, A/B test and 4P matrix
• To identify– Stimulus– Audience– Channels– Demographics– Segments
• Copywriting is Communication– Clear– Concise– Correct– Compelling
• Good Copywriting makes a Great Creative Strategy– Promotes call to action– Engages– Is sharable– Inspires
• Conveying a coherent message• Through multiple medium• Delivers a seamless experience• Increases chances of engagement• Availability of product-mixes increase
• Medium of IMC– Advertising– Experiential Marketing– Direct Marketing– Social media marketing– Sales promotion– Public relations– Personal selling– Partnerships
• Mergers and Acquisitions• Decrease in cost of traditional market
media• Evolution of Digital media as a market
platform• Use of computer analytics in identifying
segments• Newer avenues of Digital Engagement
• Digitalization of Tools• Expansion of Content Marketing• Widespread use of Copywriting• Availability of more accurate and complex
analytics• More emphasis on smart use of social
media
• Dependent upon Segments targeted• Unpredictable due to complex
parameters• Context Oriented• Very much dependent upon human
preferences• Cat videos garner more engagement
than scientific breakthroughs
• Strategy is course of actions to reach a goal
• Marketing strategy’s goals are more selling and competitive advantage
• Creative strategy is integral part of marketing strategy
• Creative strategy is – Analysis of audience– Implementation in
campaigns– Compelling a call to action• Good Copywriting
makes a creative strategy great.
• Copywriting is made good by 4 C’s
• Integrated Marketing Communication is Creative strategy and Copywriting combined
• IMC is telling the same message across platforms and medium
• Future is keen about Digital Marketing
• Digital marketing is chaotic
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