The Genesis of Strategic Marketing—Tier II Marketing (Part II)
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In a previous article about the genesis of strategic marketing, I explored the first several components of Tier II marketing, what we call the genesis of strategic marketing and the departure from Tier I or tactically driven marketing. Again the foundation of Tier II marketing is data-driven marketing where all media (e.g. brochures, web sites, advertisements, etc.) are integrated or are characterized by similar graphics and messaging. Where the previous article explored key performance indicators, market research, customer segmentation, and positioning, this article describes the remaining characteristics of the organization engaging in Tier II marketing. The remaining characteristics include:
- Marketing strategy drives tools
- Touch Point Integration
- Performance measurement
- Marketing mapped to sales process
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Market Research, Marketing Strategy, Mktg Performance Management
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marketing analysis, marketing collateral, marketing measurement, marketing performance measurement, marketing ROI, marketing strategy, marketing tools, meaningful marketing, sales process, strategic marketing, target, touchpoint integration
