Linda Goodman

I think external factors are THE factors that should drive every marketing strategy. And that begins with identifying what the target market needs and wants, how their expectations and preferences are evolving, and where there is a competitive niche that a company can willingly and authentically fill. The alternative to focusing on external factors is basing a marketing strategy on internal assumptions. That typically fails because the focus is not on what the customer wants but on what the company either thinks they want or believes they should want.

As a marketing consultant I’ve consistently found there is one thing that differentiates companies that successfully deal with negative feedback about their brand versus those that ultimately succumb to it. Companies that are able to overcome it do so by really listening to customer feedback, making changes that incorporate that feedback, and, continuously engaging in a two-way communication loop with those they seek to influence. Companies that never overcome negative feedback are those focused on proving why the customer is wrong or confused! They fail to realize that the customer is the only one who gets a vote.

Consistency is the cornerstone of effective marketing execution. BUT that doesn’t mean consistency should be equated with clinging to the status quo. Market conditions and customer preferences constantly evolve. That requires companies to create marketing strategies that are adaptable and flexible. Effective marketing strategies consistently: 1) Obtain customer feedback 2) Monitor the competitive landscape 3) Keep abreast of new technologies 4) Make ongoing incremental adjustments

I think marketing strategy innovations only succeed when: 1) They are based on an understanding of marketplace 2) They are enhancements or new ideas based on what makes customers lives easier or enhanced 3) They are about being better not just different 4) They are aligned throughout the organization to ensure a high caliber of development and execution

I think one of the factors that works against cross-functional teamwork within an organization is that there is a lack of alignment across an entire company regarding how performance is measured and rewarded. If everyone ... regardless of department ... was evaluated against how well they delivered on their specific responsibility relative to achieving the company's top priorities, it would by necessity help foster collaboration.

Depending upon the product or service, different groups may be generational, regional, ethnically diverse, etc. Different groups rely on different sources for information i.e. social media platforms, traditional media, referrals and reviews, etc. It's important to ensure not only the campaign resonates but that it reaches the intended audience by specifically tailoring it to meet different segments of potential customers where they are.