- name
- marketing
- description
- Marketing strategy expertise for brand strategy, market research, customer segmentation, digital marketing, content strategy, marketing analytics, campaign management, and PR/communications. Use when planning campaigns, analyzing brand health, building personas, or optimizing marketing performance.
Marketing Strategy Expert
Comprehensive marketing frameworks for brand building, customer acquisition, and campaign optimization.
Brand Strategy
Brand Architecture
BRAND ARCHITECTURE MODELS:
BRANDED HOUSE:
- Single master brand
- All products under one umbrella
- Example: Google (Google Maps, Gmail, etc.)
- Pro: Brand equity transfer
- Con: Risk concentration
HOUSE OF BRANDS:
- Independent brand identities
- Parent company invisible
- Example: P&G (Tide, Pampers, Crest)
- Pro: Risk isolation
- Con: No equity leverage
ENDORSED BRANDS:
- Sub-brands with parent endorsement
- Example: Marriott (Courtyard by Marriott)
- Pro: Balance of independence and credibility
SUB-BRANDS:
- Parent-driven with modifiers
- Example: Apple iPhone, iPad, iMac
- Pro: Clear hierarchy, shared equity
Brand Positioning Framework
POSITIONING STATEMENT:
For [target audience]
Who [need/want]
[Brand] is the [category]
That [key benefit]
Because [reason to believe]
Unlike [competitive alternative]
BRAND PYRAMID:
PURPOSE
/ \
VALUES \
/ \
PERSONALITY \
/ \
EMOTIONAL BENEFITS \
/ \
FUNCTIONAL BENEFITS \
/ \
ATTRIBUTES/FEATURES--------
Brand Health Metrics
| Metric | Measurement | Frequency |
|---|
| Awareness | Aided/unaided recall | Quarterly |
| Consideration | Would consider purchasing | Quarterly |
| Preference | Preferred over competitors | Quarterly |
| NPS | Net Promoter Score | Monthly |
| Brand Equity | Dollar value of brand | Annually |
| Share of Voice | Media mentions vs. competitors | Monthly |
Market Research
Research Methodology Selection
| Method | When to Use | Sample Size | Timeline |
|---|
| Surveys | Quantify attitudes, behaviors | 400-1000+ | 2-4 weeks |
| Focus Groups | Explore opinions, reactions | 6-10 per group | 2-3 weeks |
| In-depth Interviews | Deep understanding | 15-30 | 3-4 weeks |
| Ethnography | Observe real behavior | 10-20 | 4-8 weeks |
| A/B Testing | Compare options | 1000+ per variant | 2-4 weeks |
| Social Listening | Track conversations | N/A | Ongoing |
Customer Journey Mapping
JOURNEY STAGES:
AWARENESS
- Channels: Advertising, PR, social, content
- Touchpoints: Ads, articles, reviews, WOM
- Emotions: Curiosity, interest
- Metrics: Reach, impressions, awareness
CONSIDERATION
- Channels: Website, search, comparisons
- Touchpoints: Product pages, demos, trials
- Emotions: Evaluation, uncertainty
- Metrics: Traffic, engagement, leads
PURCHASE
- Channels: E-commerce, retail, sales
- Touchpoints: Cart, checkout, contract
- Emotions: Anxiety, excitement
- Metrics: Conversion, AOV, close rate
RETENTION
- Channels: Email, support, community
- Touchpoints: Onboarding, support, updates
- Emotions: Satisfaction, frustration
- Metrics: Retention, NPS, CSAT
ADVOCACY
- Channels: Social, reviews, referrals
- Touchpoints: Sharing, reviews, referrals
- Emotions: Loyalty, enthusiasm
- Metrics: Referral rate, reviews, UGC
Customer Segmentation
Segmentation Approaches
| Type | Basis | Examples |
|---|
| Demographic | Who they are | Age, income, education |
| Geographic | Where they are | Region, urban/rural, climate |
| Psychographic | What they value | Lifestyle, attitudes, interests |
| Behavioral | What they do | Usage, loyalty, occasions |
| Needs-based | What they need | Jobs to be done, pain points |
| Value-based | What they're worth | CLV, profitability |
Segmentation Framework
EFFECTIVE SEGMENTS ARE:
- Measurable: Size and characteristics quantifiable
- Substantial: Large enough to be profitable
- Accessible: Can be reached effectively
- Differentiable: Respond differently to marketing
- Actionable: Can design programs for them
SEGMENT PRIORITIZATION:
| Segment | Size | Growth | Profitability | Fit | Priority |
|---------|------|--------|---------------|-----|----------|
| A | | | | | |
| B | | | | | |
| C | | | | | |
Persona Development
PERSONA TEMPLATE:
NAME: [Representative name]
PHOTO: [Stock image]
DEMOGRAPHICS:
- Age, gender, location
- Income, education
- Family status, occupation
PSYCHOGRAPHICS:
- Values and beliefs
- Interests and hobbies
- Media consumption
GOALS & CHALLENGES:
- What they're trying to achieve
- Pain points and frustrations
- Barriers to success
BUYING BEHAVIOR:
- Decision criteria
- Information sources
- Objections and concerns
QUOTE:
"A representative statement that captures their perspective"
Digital Marketing
Channel Strategy
| Channel | Best For | Key Metrics |
|---|
| SEO | Long-term traffic, authority | Organic traffic, rankings, DA |
| SEM/PPC | Immediate visibility, intent | CTR, CPC, ROAS |
| Social Media | Awareness, engagement | Reach, engagement, followers |
| Email | Retention, conversion | Open rate, CTR, conversions |
| Content | Authority, SEO, nurture | Traffic, time on page, shares |
| Display | Awareness, retargeting | Impressions, viewability, CTR |
| Affiliate | Performance-based reach | Conversions, revenue, CAC |
Marketing Funnel Metrics
AWARENESS → INTEREST → CONSIDERATION → PURCHASE → LOYALTY
TOFU (Top of Funnel):
- Impressions
- Reach
- Website visitors
- Social followers
MOFU (Middle of Funnel):
- Leads generated
- MQLs
- Content downloads
- Email subscribers
BOFU (Bottom of Funnel):
- SQLs
- Opportunities
- Conversion rate
- Revenue
POST-PURCHASE:
- Retention rate
- NPS
- Repeat purchase rate
- Referrals
Marketing Technology Stack
CORE SYSTEMS:
CRM: Customer data management
- Salesforce, HubSpot, Dynamics
MAP: Marketing automation
- Marketo, Pardot, HubSpot
CMS: Content management
- WordPress, Adobe Experience Manager
ANALYTICS: Performance measurement
- Google Analytics, Adobe Analytics
CDP: Customer data platform
- Segment, Tealium, Adobe CDP
ADDITIONAL TOOLS:
- Social management (Sprout, Hootsuite)
- SEO tools (SEMrush, Ahrefs)
- Email (Mailchimp, Klaviyo)
- Advertising (Google Ads, Meta)
- Personalization (Optimizely, Dynamic Yield)
Content Strategy
Content Pillars Framework
CONTENT PILLARS:
Strategic themes that align content with brand positioning
PILLAR STRUCTURE:
| Pillar | Audience Need | Business Goal | Content Types |
|--------|---------------|---------------|---------------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
CONTENT MATRIX:
| Stage | Educational | Entertaining | Inspiring | Convincing |
|-------|-------------|--------------|-----------|------------|
| Awareness | Blog posts | Videos | Stories | |
| Consideration | Guides | Webinars | Case studies | Comparisons |
| Decision | | | Testimonials | Demos |
Content Calendar
| Element | Frequency | Owner |
|---|
| Blog | 2-4x/week | Content team |
| Social | Daily | Social team |
| Email | Weekly | Email team |
| Video | Weekly | Creative |
| Webinar | Monthly | Demand gen |
| White Paper | Quarterly | Content team |
Marketing Analytics
Marketing Metrics Framework
| Category | Metric | Formula |
|---|
| Acquisition | CAC | Total marketing spend / New customers |
| CPL | Marketing spend / Leads |
| ROAS | Revenue / Ad spend |
| Engagement | CTR | Clicks / Impressions |
| Engagement Rate | Engagements / Reach |
| Time on Site | Average session duration |
| Conversion | Conversion Rate | Conversions / Visitors |
| Lead-to-Customer | Customers / Leads |
| Cart Abandonment | Abandoned / Started |
| Value | CLV | Average value x Purchase frequency x Lifespan |
| CLV:CAC | Customer lifetime value / CAC |
| Marketing ROI | (Revenue - Cost) / Cost |
Attribution Models
| Model | Description | Best For |
|---|
| First Touch | 100% credit to first interaction | Awareness campaigns |
| Last Touch | 100% credit to last interaction | Direct response |
| Linear | Equal credit across all touches | Long sales cycles |
| Time Decay | More credit to recent touches | Nurture campaigns |
| Position-Based | 40% first, 40% last, 20% middle | Balanced view |
| Data-Driven | Algorithmic attribution | Large datasets |
Campaign Management
Campaign Planning Template
CAMPAIGN BRIEF:
OBJECTIVE:
- Business goal (revenue, leads, awareness)
- SMART metrics (specific targets)
TARGET AUDIENCE:
- Primary segment
- Secondary segment
- Exclusions
KEY MESSAGE:
- Main proposition
- Supporting messages
- Call to action
CREATIVE REQUIREMENTS:
- Channels and formats
- Assets needed
- Brand guidelines
BUDGET ALLOCATION:
| Channel | Budget | Expected Results |
|---------|--------|------------------|
| | | |
TIMELINE:
- Planning: [dates]
- Creative: [dates]
- Launch: [date]
- Optimization: [dates]
- Wrap-up: [date]
SUCCESS METRICS:
- Primary KPI: [target]
- Secondary KPIs: [targets]
Campaign Optimization
OPTIMIZATION CADENCE:
Daily:
- Budget pacing
- Bid adjustments
- Pause underperformers
Weekly:
- Creative performance
- Audience refinement
- A/B test results
Monthly:
- Channel mix optimization
- Strategy adjustments
- Forecast updates
POST-CAMPAIGN:
- Performance analysis
- ROI calculation
- Learnings documentation
- Next campaign recommendations
PR & Communications
PR Strategy Framework
EARNED MEDIA APPROACH:
PROACTIVE:
- News announcements
- Thought leadership
- Executive visibility
- Industry awards
REACTIVE:
- Media inquiries
- Crisis response
- Issues management
- Rapid response
MEASUREMENT:
- Media impressions
- Share of voice
- Message pull-through
- Sentiment analysis
Crisis Communication
RESPONSE PROTOCOL:
ASSESS (0-1 hour):
- Confirm facts
- Assess severity
- Notify leadership
- Activate team
RESPOND (1-4 hours):
- Holding statement
- Internal communication
- Social monitoring
- Media inquiries
MANAGE (ongoing):
- Regular updates
- Stakeholder outreach
- Narrative control
- Documentation
RECOVER (post-crisis):
- After-action review
- Reputation repair
- Process improvement
See Also
