Planning for Marketing Effectiveness

1. PLANNING FOR
MARKETING
EFFECTIVENESS
Presented at the
2019 Professional Development (Training) Programme
by Agu, Emmanuel Chukwuemeka
GMkD, Jotna Nigeria Limited

2. 1. What is Planning?
2. What is Marketing Effectiveness and Why?
3. How Planning Aids Effectiveness in Marketing
4. Typical Marketing Planning Cycle
5. Individual Brand Planning & How it feeds into wider Marketing Plan
6. Best Practices For Maximizing Marketing Effectiveness
7. How to Measure Marketing Effectiveness

3. WHAT IS PLANNING ?
There are three main types of
plans that a manager will use
in his or her pursuit of
company goals, which include
operational, tactical and
strategic.
Planning is the process of
thinking about the activities
required to achieve a desired
goal. It is the first and foremost
activity to achieve desired
results.
There are also plans to
backup plans that fail. These
are known as contingency
plans
Operational plans are
necessary to attain tactical
plans and tactical plans lead to
the achievement of strategic
plans..

4. WHAT IS MARKETING EFFECTIVENESS
Marketing effectiveness is the
measure of how effective a given
marketer's go-to-market-
strategy is toward meeting the
goal of maximizing their
spending to achieve positive
results in both the short- and
long-term. It is also related to
marketing ROI (MROI).
Marketing effectiveness
therefore, is an important step
in the life cycle of any company
as it is often a major contributor
in the connection between
strategy and execution.
It is not marketing if it is not measured

5. WHY MARKETING EFFECTIVENESS
Today’s marketing
landscape is more complex
than ever and has a number
of obstacles that marketers
must overcome in order to
effectively reach, engage
and convert new and
existing customers.
Due to the proliferation of
channels and devices,
consumers are more
demanding than ever,
marketers must constantly
develop and coordinate
experiences that consumers
find meaningful and
trustworthy
Thus planning for marketing effectiveness becomes imperative if the
marketer must succeed in the ever changing consumer world.

6. HOW PLANNING AIDS
EFFECTIVENESS IN MARKETING

7. TYPICAL MARKETING CYCLE
 In this model, the cycle starts with the Audit
and Analysis step. In a start-up this is likely
the first part of the overall business and
marketing planning and objectives.
 For existing businesses, the planning will
generally come as a result of a major event.
 This major event can be a recession, an
organizational change, a major change in
technology or competitor activity.

8. THE PLANNING & CONTROL CYCLE
Identify goals and objectives
Identify potential Strategies which might contribute towards achieving objectives
Respond to divergences fro plan
Evaluate each strategy
Choose alternative courses of action
Implement the long term plan in the form of annual budget
Measure actual results and compare with the plan

9. INDIVIDUAL BRAND PLANNING &
HOW IT FEEDS INTO THE WIDER
MARKETING PLAN
 The individual plan must feed into the company commercial
business plan/ambition
 Must align with strategic goals; i.e. Stratplan Vision
 Must Align with the overall brand portfolio strategy.
 Fits into the approved total A&P budget provision for the
year.
 Must comply with the agreed brand planning template.

10. MARKETING MEASUREMENT
MARKETING
EXECUTION
BUSINESS
STRATEGY
MARKETING
INFRASTRUCTURE
MARKETING
STRATEGY
MARKETING
ALIGNMENT
TO SALES
MARKETING
CAPITAL
FACTORS DRIVING MARKETING
EFFECTIVENESS

11. BUSINESS STRATEGY
Understanding the strategic
vision of the company, the
goals and year to year
requirements for growth.
Establishing the customer
profile and spend
requirements to ensure all
marketing is aligned
with company strategy.

12. MARKETING STRATEGY
Improving marketing effectiveness can be achieved by
employing a superior marketing strategy that connects
to the business strategy.
By positioning the product or brand correctly, the
product/brand will be more successful in the market
than competitors’ products/brands.
A strategy that is attracting and retaining the right
customer profile. A strategy building brand value and
equity.

13.  Strategy without measured execution is considered useless.
How marketers go to market and the channels they select can
achieve significantly greater results when aligned correctly.
 With high-quality communication plans, utilising the right mix
of communication tactics to meet the new buyer behaviours
and connect with the target audience the efficiencies of
marketing are established.
 At the tactics level, marketers can improve their effectiveness
by managing and executing each of their marketing campaigns
better. Examples would be editing website content to improve
its organic search results, marketers can improve their
marketing effectiveness for each type of tactic.
MARKETING EXECUTION

14. MARKETING INFRASTRUCTURE
Improving the business of marketing can
lead to significant gains for the company.
Utilisation of highly developed marketing
automation tools and customised Customer
CRM software allows companies to develop
highly customised and targeted communications
that resonate with target audiences.
There are many tools available to marketers to
meet the demands of the highly connected
world they now operate in.

15. MARKETING ALIGNMENT TO SALES
Marketing actions must be aligned to the sales &
trade marketing effort. Contributing the right
communications and content that will support the
sales & trade marketing outcomes.
Continual feedback and measurement of the
performance of sales & trade marketing with
marketing leads is an important part of the
marketing effectiveness measurement.

16. MARKETING CAPITAL
Also known as marketing personnel.
The effectiveness of marketing is
directly impacted by the quality of
personnel within the marketing team
and their level of experience and
acumen within the various marketing
functions.
If its not measured, its not
effective. Marketing must be
measured for return on
investment (ROI). It must be
understood for its
complimentary value to that ROI

17. LEVERAGE THE
RIGHT DATA
TAKE ADVANTAGE OF
PEOPLE–BASED
MARKETING
STAY UP TO DATE
ON NEW
MARTECH/ADTECH
EMBRACE ADVANCED
MEASUREMENT
APPROACHES
BEST PRACTICES FOR MAXIMIZING
EFFECTIVENESS

18.  Each member of a marketing organization requires different
types of insight, at different speeds and at different degrees
of granularity in order to be effective.
The most effective marketing organizations leverage the
power of diverse analytic approaches to provide each member
of the team with access to the right insights at the right time in
order to inform their decisions.
 When marketers are able to match the right data to the right
tactical or strategic action, they can better understand
consumers while making smarter investment decisions and
reduce wasteful spend.
LEVERAGE THE RIGHT DATA

19.  To stand out, many brands are embracing people-based
marketing practices to ensure they are delivering tailored,
personally relevant messages, content and offers at each
stage of the consumer journey.
 Unlike the “spray and pray” advertising methods of the past,
people-based marketing enables marketers to target real
people at their most relevant, receptive moments.
 By providing insight into who customers and prospects are
and how they behave, marketers can offer better, more
personalized experiences that drive revenue and create
lasting customer loyalty.
TAKE ADVANTAGE OF PEOPLE –
BASED MARKETING

20.  Effective marketers leverage advanced measurement
approaches, such as multi-touch attribution, that provide
quick access to always-on marketing campaigns, so they
can focus on proactive (versus reactive) optimization.
 With multi-touch attribution, marketers can get a
people-based view of consumer journey and accurately
assign credit to all the touch points that influenced a
desired business outcome, such as a lead or sale.
EMBRACE ADVANCED
MEASUREMENT APPROACHES

21.  To maximize revenue and return across all
investments, marketers need a comprehensive view of
marketing performance.
 The most effective marketers are starting to embrace
holistic measurement solutions that combine.
audience-centered performance data with multiple
modeling methodologies
 These solutions deliver the speed, accuracy, and
foresight marketers need to enhance the consumer
experience and optimize lift and ROI across all
marketing investments
STAY UP TO DATE ON
NEW MAR-TECH/AD-TECH

22. HOW TO
MEASURE
MARKETING
EFFECTIVENESS

23. You’re probably spending money on areas that reap no real return on investment

24. ?
?
?
?
Half the money you spend on marketing is wasted. The
problem is, which half

25. If only that money can be better allocated to other
areas with proven marketing effectiveness, the
potential upsides will be very great.
Do you measure effectiveness of your marketing?
It’s a cliché right?: “You can’t manage what you
can’t measure.”
But clichés are clichés for a reason. And the reason
is more often than not because they are true.

26. HOW TO MEASURE MARKETING
EFFECTIVENESS
1. Business Strategy1. MARKETING CONTRIBUTION TO REVENUE
2. PIPELINE GROWTH & ACCELERATION
3. CONVERSION RATES
4. COST PER LEAD, COST PER OPPORTUNITY
5. BRAND AWARENESS

27.  What percentage of overall company revenue can be
traced back to your marketing team’s efforts? Obviously,
the higher the number , the more effective your
initiatives.
 A lot goes into telling this story and it doesn’t necessarily
tell the whole story, as some areas of effectiveness, like
brand awareness and website activity, may take longer to
translate into revenue or may benefit the company in
non-monetary ways.
MARKETING CONTRIBUTION
TO REVENUE

28. PIPELINE GROWTH
& ACCELERATION
 How do your marketing activities help grow and
accelerate the pipeline? How does this growth and
acceleration change from one month or quarter to the
next? Your team’s ability to regularly fill the pipeline
with new leads and to keep those leads moving down
the funnel is a critical component of overall
effectiveness.
 Additionally, it’s important to pay attention to both
growth and acceleration, as having one without the
other can be a warning sign that something isn’t
working as planned and/or that you need to re-focus
your efforts to keep the pipeline both full and flowing .

29. CONVERSION RATES
 Conversion rates can tell a number of different stories
depending on where you’re looking.
 For example, you might measure conversion rates based
on channel to determine the effectiveness of efforts on any
one channel or you might measure conversion rates based
on stage in the buyer’s journey to determine the
effectiveness of particular campaigns to move leads down
the funnel.

30.  Your marketing team might surface a lot of quality leads and do
a good job of converting those leads, but if the cost of doing so is
extremely high, how effective are those efforts really?
 Yes, you’re achieving the desired results, but are you doing so in
the most effective way possible? Are those leads worth the price
Your goal should be to find the sweet spot that balances cost
with quality and results.
COST PER LEAD,
COST PER OPPORTUNITY

31.  Understanding brand awareness is especially important
in industries with longer sales cycles, as buyers today
tend to do far more research on their own before ever
reaching out to a company for more information.
 It’s important to note that often times the results of brand
awareness are more long term, so don’t expect an
immediate return here.
 One way to frame the effectiveness of your brand
awareness is to consider it in conjunction with your
pipeline. For example, if you find that you have strong
brand awareness but your pipeline is lacking, you should
ask what else can you do to use that awareness to fuel
more conversions
BRAND AWARENESS

32. SALES
AWARENESS
CONSIDERATION
TRAFFIC
LOYALTY
OPINION
INTENTION
REPURCHASE
SALES
MASS
ADVERTISING
Public relations National
ads Web banners
RELATIONSHIP
MARKETING
Social networking
Direct Mail
e-CRM
Call Centres Loyalty
Magazines
PERSONAL
SELLING
Personal selling
Point-of-Purchase
THE PURCHASEFUNNELInformRemindPersuade

33. 33