Strategic success:  How to ensure every marketing effort boosts business outcomes

With market pressures mounting and profits shrinking, are you truly balancing long-term growth with short-term wins—or are you just keeping up with the competition? The House of Marketing specialist Loes Janssen explains why continuously reviewing and adapting your strategy is crucial, and how companies must always weave their purpose or why into it. ’Every marketing initiative should contribute to a company’s predetermined objectives.’  

When building a long-term marketing strategy, The House of Marketing invariably starts with a thorough diagnosis. During this phase, the company’s current situation is carefully audited from an internal perspective (e.g. current marketing approach and its performance, organizational design).   

‘We will also take a look at the tools and resources available within the company, and most importantly: how they are being used’, clarifies Loes Janssen, Senior Managing Consultant at The House of Marketing (THoM).  

’Often, we bump into important gaps in the company’s operations in this stage already. Many companies did jump on the data-driven wagon, but now are struggling with structuring, mapping and using the many data points available in different tools. Knowing this, we can adequately recommend next steps, both on an organizational and data-technical level.’ 

Research is golden

‘In addition, we look at the company from an external point of view. Industry trends are examined, as well as competitor activities’, continues Loes Janssen. And even when a company has a lot of customer data available, they still greatly appreciate additional qualitative or quantitative research on the main target groups. ‘And for us, it’s a quick way to find out which perception lives at the customer side.’ 

All in all, this comprehensive assessment helps to identify the strengths and weaknesses of the current marketing strategy, and forms the basis for developing a robust, forward-looking marketing approach that is in line with business objectives and market dynamics.’

Think long term without forgetting short term

The short term and the long term always must go hand in hand, the one cannot go without the other. Research has shown that companies that invest in both are the most successful on the long and the short term. But a lot of companies struggle to keep the balance.  

This includes investments in brand building, customer relationships and product development. However, adopting a long-term strategy does not mean that a brand cannot be flexible when an internal or external situation requires it. Think about when COVID-19 hit, or when one or more people in a small company suddenly fall ill. For example, Torfs builds its image on customer service, friendliness and the legagy of their stores. Their physical stores had to close overnight, so they had to find a way to continue to do business via their existing web platform.  

A long-term strategy provides a much-needed stable base during such times. ‘This adaptability is indispensable in a rapidly changing market, where brands need to evolve to stay relevant’, stresses Loes Janssen. ‘Constantly reviewing and adapting strategy is important here.  

Think long term without forgetting short term

The short term and the long term always must go hand in hand, the one cannot go without the other. Research has shown that companies that invest in both are the most successful on the long and the short term. But a lot of companies struggle to keep the balance.  

This includes investments in brand building, customer relationships and product development. However, adopting a long-term strategy does not mean that a brand cannot be flexible when an internal or external situation requires it. Think about when COVID-19 hit, or when one or more people in a small company suddenly fall ill. For example, Torfs builds its image on customer service, friendliness and the legagy of their stores. Their physical stores had to close overnight, so they had to find a way to continue to do business via their existing web platform.  

A long-term strategy provides a much-needed stable base during such times. ‘This adaptability is indispensable in a rapidly changing market, where brands need to evolve to stay relevant’, stresses Loes Janssen. ‘Constantly reviewing and adapting strategy is important here.  

Why and purpose

It is also crucial for companies to weave their why into their marketing: why do we exist as a company and what do we want to achieve within society? ‘The answer to this fundamental questions help companies define their core values and goals, which forms the basis for their long-term strategy’, says Loes Janssen. ‘One of the most known (and therefore clear) examples is Patagonia,; a brand known for its strong focus on sustainability and social responsibility. Their why – to protect the planet – is deeply woven into their business strategy and marketing campaigns. This clear purpose has helped them build a loyal customer base that shares and supports their values.’  

‘To make sure the purpose of the company resonates in the marketing strategy, we look at the why from a more practical perspective as well: why do you as a company do marketing? What are business objectives you’re trying to reach? Which metric is the OMTM (one metric that matters)? What is the mandate of the marketing department?’  

Building strong customer relationships

A long-term strategy also enables companies to build deeper and more meaningful relationships with their customers.  

In order to do so, the company/brand needs to be aware of what the customer needs (research), and be willing/able to address those needs throughout their customer journey. 

‘Segmenting your customer base, creating personas and understanding their journeys with your brand are key elements in your marketing strategy to create a long-lasting relationship. And yes, strong customer relationships lead to higher customer satisfaction, word-of-mouth and customer retention’, knows Loes Janssen. ‘Again, regularly evaluating customer interactions and feedback helps strengthening these relationships.’ 

Take resources into consideration

‘Lastly, we make sure the strategy is in line with the company’s resources, both in terms of people (org design) and budget, but also when it comes to technical capabilities & available tools, or the existing customer engagement (can we use advocates or loyal customers to back up our strategy).’ A well-defined marketing strategy needs to be aligned with the available enablers, to make it as concrete and close to the business reality as possible.