I’ve been recording a new training session for our Strategic Digital Marketing course and I was thinking about one of the concepts that we teach in this course. Its a concept that we regularly use to stress test the strategic work that we develop for our clients here. We use this concept to ensure that we are always on track. Its a simple concept with 3 key questions, where are we now, where do we want to get to and how do we want to get there
Firstly, where are we now. You need to have good understanding of what your brand, product or service offers and where it fits in the market. Understand your competitive environment and your customer as well as your non-customer. Get a really good idea around consumer insights and what drives them to choose your product or service.
Secondly, where do we want to get to. Its really important to develop a clear statement of intent, whether its a business, marketing or communication objective, you need to be very clear on what you want to achieve. With an understanding of what your goals are, you will know what you will need to measure to assess your successfulness.
Lastly, how do we want to get there. This explores the tactics and approaches that you are going to use to achieve your overall direction. This is where you will start thinking about tools, technologies, platforms, messaging and an array of different things that help you figure out what you need to achieve your overall goal.
These are 3 key questions that will help you with developing your strategy. Use these as a test during development and ensure that you are always answering these key questions and keeping on track.