Subject areaRevenue and sales
Strategic marketing is the part of marketing that decides which markets to address, with what positioning (the place the brand wants to hold in the customer's mind) and what value proposition (the promise of value made to the customer).
It works over the medium and long term and starts from the analysis of market, competitors and customers.
Segmentation and target follow from these choices, and then all the daily work: campaigns, prices, promotions and channels. The order matters: a well-run campaign in a badly chosen market burns budget, so the strategic decision comes first and becomes the yardstick for every later action.
An example
AI and strategic marketing work as one for a marketing team that wants to lead its company with a vision of the future: data analysis shows where demand is moving, and the marketing direction decides which markets to pursue.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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