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Strategic Marketing: Branding, Value Proposition, Target Market
When you read about marketing in connection with the web, it seems that 99.9% of it is focused on tactics to drive traffic. Certainly there is a place for that. What needs to come first however, is a strategy for what should happen when that traffic reaches your website. Will you make progress toward the goals of your marketing plan, such as gaining perception as more technically up-to-date, or as a higher quality provider than your competition? If your goal is internet sales or leads, will visitors find themselves motivated to buy or make an inquiry? That’s where marketing strategy elements like branding, positioning, and targeting come in. Neglect these strategic elements and the rest of your marketing expenditures are at risk of being wasted. Read More »
