Marketing Strategy and Tactics

Your Prospects Journey
Through Your Marketing Campaign…

His final destination?

Your order form.

But not before a few stop-offs along the way…

First, something grabs his attention with an optimal mix of creative and copy, stirring an interest or problem simmering somewhere in his awareness.

Your advert compels him to action.

The diagram shows his journey through an online model of lead generation, acquisition, and retention.

He comes from 4 general traffic sources online, or various possibilities offline…

Your prospect visits a landing page that matches and expands on the advert which brought him here…

Further into your marketing funnel he goes, through information and links which tap his interest ever deeper, until he reaches that crucial decision point:

Perhaps he buys, thus you capture his details for back-end retention.
Or perhaps he does not buy, so you capture his data by offering an incentivised offer in exchange for his details for further front-end acquisition marketing via email or phone.

How can this simplified strategy be planned and managed?

Via the 6 focal points of the Marketing Matrix…

This simplified diagram demonstrates the 6 main components of marketing management as I currently approach it.