What are some of the most effective marketing strategy frameworks or models that you use or recommend?

A good SWOT analysis is often overlooked as a marketing tool. Many marketing or advertising agencies conduct a SWOT analysis for new clients during the intake process but often times that is the first and last time it’s used. If you look at a SWOT analysis as more than a benchmarking measurement and view it as a compass, it can be used on a micro-level to inform even minor marketing decisions such as, whether to devote more budget space to paid or organic social content or what signage to incorporate into a client’s trade show booth. Taking the bigger picture into account is a key factor in making decisions that lead to client success.

Whenever I develop Marketing Strategy for clients I always start with an analysis of the environment they are operating in. Starting with the external, I use a PESTLE analysis. Then I'll move onto a SWOT analysis. However, the problem with a SWOT analysis is that it can leave people saying, "So what?". This is where a TOWS analysis comes in. TOWS is the same acronym as SWOT, only it goes to a much deeper level of detail. Using a TOWS analysis you define your Maxi-Maxi, Maxi-Mini, Mini-Maxi and Mini-Mini strategies. What I particularly like about TOWS is that it makes you realise your marketing strategy needs to inform, and be informed by, your business strategy. From here I'll move to a VMOST.

One key to developing a useful SWOT analysis is to make sure that Strengths and Weaknesses are identified in language relative to competitors. A Strength is not a Competitive Strength if it is broadly a strength across the industry.

PESTELE Analysis, which has you consider these 7 factors which can influence your brand: Political, Economic, Social,Environmental, Technological,Legal & Ethical.

Entender o comportamento do mercado e como a empresa se insere nesse contexto é essencial. Para isso, a SWOT é um dos conceitos que ainda faz sentido somar como parte do planejamento estratégico de uma empresa, junto com outros frameworks de trabalho para a dinamica de mercado atual.

An Ansoff Matrix is a great way to think about growth but it won’t actually help you strategize. Chances are you know what your competitors are doing and you know what you want to do. If you’re at that stage an Ansoff Matrix is useless. However, if you are unsure about how to grow then it might a useful exercise.

Já ajudei a redirecionar ou fortalecer estratégias com uma análise simples na Matriz Ansoff, principalmente com a vis?o clara das diretrizes estratégicas da empresa. Penso no planejamento de marketing como um momento de reflex?o e decis?o. A Matriz Ansoff é excelente para isso. Com base nela, sempre sugiro na sequência as a??es estratégicas, na forma de tópicos inicialmente simplificados, que embasar?o todo o raciocínio subsequente.

When it comes to effective marketing strategy frameworks or models, there are a few classics that never fail to impress. The tried and true "Four P's" (Product, Price, Place, and Promotion) is like the Beatles of marketing—it's a timeless hit. Then we have the "SWOT" analysis, which helps you assess your strengths, weaknesses, opportunities, and threats, just like a superhero sizing up a supervillain. And let's not forget the "AIDA" model—Attention, Interest, Desire, Action—a catchy acronym that's been getting customers to boogie their way to the checkout for decades. So go ahead, rock these marketing frameworks and watch your business soar!

Using the STP framework, I've successfully developed targeted marketing strategies. For example, with a skincare brand, we segmented the market based on skin types and concerns. By tailoring our messaging and positioning, we attracted customers seeking solutions for specific skin needs. The STP framework helped us allocate resources effectively and drive significant sales growth.

Mark Ritson calls STP the 'holy trinity' of marketing strategy. The fact is there's no solid marketing strategy without conducting this process: Step 1 Segmentation helps you get a market oriented view of the business. Look at it as the map of the battlefield. It combines quant and qual info for each target segment: how big is it in terms of volume and value? what psycho-demographics specificities does it capture? Step 2 Targeting is a decision your business makes. Which segment(s) should your business focus on, depending on its potential (in terms of volume/value and in terms of addressing the target's needs). Step 3 Positioning is the final step. It answers the question: what should my brand stand for in the eyes of this segment?

Customer personas can be a great way to segment your target audience and refine your outreach strategy. By creating a detailed and thoughtful customer profile, you can gain a deeper understanding of your audience's needs, motivations, and pain points. This information can help you tailor your marketing strategies and product offerings to better fit your audience.

I always do the 4Cs analysis alongside the 4Ps (or 7Ps/7Cs) as quite often we get too concerned about what we provide we don't actually consider if it is what the customer/client wants. What are the Customer wants and needs? What is the Cost to them to buy, or in the flip side, the cost to not buy (impact, ROI)? how Convenient is it to access what they needs, and how do you Communicate with them?

As today a Marketing Strategy has to include a Digital Marketing Strategy pilar, I would recommend to complement a 7Ps model with the PESO Model (Paid, Earned, Shared and Owned media) to better define and operationalize your media strategy

The SOSTAC Framework is my go to for Marketing Strategy - Situation, Objectives, Strategy, Tactics, Action, Control. I also use the RACE Framework (Dr Dave Chaffey) for my marketing funnel. Start at the bottom of the funnel. What outputs are you trying to achieve? Then work up the funnel. Based on X conversions you need Y enquiries. A number of website visits converts to an enquiry, so you need B enquiries to achieve your goal. Now what marketing activity needs to be done to achieve that? Collaborate with sales so the MQLs convert.

Adding two must-have marketing strategies: Word of Mouth Marketing (WOMM): It's making a comeback in the digital age. Encourage satisfied customers to spread the word on social media and review sites. Authentic recommendations build trust and expand your reach. Data-Driven Marketing Strategy: In today's data-rich world, analytics tools help you make informed decisions. Get insights on customer behavior, personalize content, and optimize ad spend. It's the key to staying ahead in modern marketing!"

Its so important to have that foundation of knowledge around audiences, behaviours, needs, wants, pains, desires etc - the real magic happens when you see WHY you need it, by that I mean, the commercial outcome. This is how people can get involved in the bigger picture and make an impact, take a look at My Marketing Button as a framework for task management in line with commercial outcomes so you start with the WHY and keep with it

While individual frameworks are critical for measuring and analyzing campaign performance, combining multiple to get the big picture is often necessary. A learning plan serves as a comprehensive framework incorporating various measurement and analysis types, like SWOT and STP. By integrating these details, the learning plan becomes a single source of truth for a campaign, providing a holistic view of the internal and external factors influencing its success. This approach ensures that all stakeholders understand the campaign's objectives, challenges, and opportunities, enabling informed decision-making and effective strategy adjustments throughout its execution.