From the course: Marketing Foundations: Integrated Marketing Strategies
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Begin with a SWOT analysis
From the course: Marketing Foundations: Integrated Marketing Strategies
Begin with a SWOT analysis
- There's an old saying if you don't know where you're going any road will take you there. Unfortunately, this mindset is growing prevalent in the age of social marketing. Surveys show that many brands are unsure how to execute an effective integrated marketing communication strategy. And even less sure how to measure their success. To get the most out of your IMC efforts start with a SWOT analysis. Which stands for your brand's strengths, weaknesses, opportunities, and threats. Central to this conversation is one question. What specifically are you trying to accomplish with your marketing strategy? First, we start with strengths. What is your brand good at? You'd be surprised how many brands don't know. The best brands, however, highlight their strengths in every marketing message. For instance, because of good branding, we all know that Apple is good at innovation. Disney is good at family experiences. And McDonald's is good at creating the same customer experience at every location…
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