Consistency of the marketing strategy
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Marketing strategies need to be consistent and coordinated carefully to ensure that they are fully focused on achieving marketing objectives
Features of an effective marketing strategy
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Consistent |
Coordinated |
Focused |
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The importance of consistency
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Consistency in marketing means that all parts of a business’s marketing plan and activities work together in a unified and coordinated way
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Messages, branding, pricing, and customer experience feel the same across all platforms and over time
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This builds trust, strengthens the brand, and avoids confusion
How do businesses achieve consistency?
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Method |
Explanation |
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Clear marketing objectives |
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Strong brand identity |
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Integrated marketing mix |
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Communication |
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Case Study
Apple’s consistent marketing strategy
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Apple has built a strong brand based on design, innovation, and simplicity
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These ideas influence how the company creates its products, advertises them, and treats its customers
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Branding
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Whether a customer is looking at a product, a store, or a website, the clean and modern Apple style is always the same
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Product design
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Apple focuses on high-quality, simple design across its whole range, from iPhones to MacBooks
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Promotion
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Apple uses minimalistic advertising with strong emotional appeal
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The same tone and style are used globally
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Customer experience
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In Apple Stores around the world, the layout, service and atmosphere are consistent
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Because of this consistency, customers trust Apple and feel confident in their products
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This helps maintain customer loyalty and enables premium pricing
Coordinated marketing strategy
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A coordinated marketing strategy means all parts of the marketing plan work together smoothly
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This involves making sure that every department involved, such as sales, product design, advertising, and customer service, is aligned with the overall marketing goals
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Good coordination avoids mixed messages and improves efficiency
How do businesses achieve coordination?
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Method |
Explanation |
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Shared objectives |
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Cross-department teamwork |
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Planning meetings |
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Consistent marketing mix |
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Case Study
Well-coordinated marketing strategy at Coca-Cola
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Coca-Cola shows excellent coordination across its global marketing activity
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This coordination helps Coca-Cola stay as one of the world’s most recognisable and successful brands.
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Product
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Taste, packaging, and quality are consistent worldwide
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Promotion
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Advertising campaigns, such as “Share a Coke”, are used across many countries with local adaptations
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Sales and distribution
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Coca-Cola works closely with retailers, restaurants, and vending machine suppliers to ensure availability
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Customer service
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Support teams know the marketing campaigns and brand message to create a consistent customer experience
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Marketing strategy and its focus on objectives
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A marketing strategy focused on objectives ensures that every marketing decision is aimed at achieving clear, specific goals
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These objectives may include increasing sales, building brand awareness or entering a new market
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When marketing activities are aligned with these goals, the business is more likely to succeed
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How businesses ensure focus on objectives
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Method |
Explanation |
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Setting SMART objectives |
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Performance tracking |
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Strategic planning |
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Regular reviews |
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Case Study
Nike’s focused marketing strategy
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Nike is a good example of a company that keeps its marketing focused on clear objectives
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With this clear focus, Nike remains competitive and keeps growing its customer base worldwide
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Objective
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Strengthen customer loyalty and grow global market share among young, active consumers
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Strategies
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Use high-profile athletes and inspirational advertising to build emotional connections
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Launch targeted campaigns like “Just Do It” that support its brand message and appeal to its audience
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Track performance through sales figures, social media engagement, and customer surveys
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Information technology in marketing
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Information technology (IT) tools and applications are extensively used in marketing for a variety of purposes
Where are IT tools and applications used in marketing?
Social media
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Businesses use platforms like Instagram, TikTok and YouTube to build and maintain a presence
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Regular posts link products to trends, creating modern word-of-mouth promotion
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Social media enables fast, interactive communication using video and sound
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Customer comments and reviews can support market research
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E.g. Forever 21 uses Instagram to share images and short videos promoting new products and events
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Websites
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Most firms use a website, sales platform, or both
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These allow online selling and quick sharing of company info like press releases
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Blogs and vlogs help drive traffic to sales platforms.
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Zalando, based in Germany, is an online mall for top European fashion brands and own labels like Kickz
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Businesses create databases of customers who opt in to email updates
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These emails share news of new products, offers and events quickly and cheaply
Mobile
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Many businesses use mobile apps for browsing and purchases
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Text messages can promote offers, share links and gather feedback
In-store
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Technology in stores attracts and engages customers
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Digital signage promotes offers and ranges while enhancing store ambience
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Custom systems give live updates on stock to staff and shoppers
Artificial intelligence in marketing
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It is argued that marketing is the business function where artificial intelligence (AI) has significant potential to make a positive impact