Boosting your New Media ROI – Part II


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Written by: iiGrowth

As discussed last month, iiGrowth has developed a process for developing your new media strategy – the 120 Marketing Process. It is a four-phase process, with the first phase being called Branding & Marketing Strategy, which is essentially the planning phase of this process.

iiGrowth's 120 Marketing Process

The Branding & Marketing Strategy phase attempts to answer:

• What is the brand and what should be your firm’s message in regards to the brand?
• What types of marketing strategies align with the branding message you are trying to get out there?
• Does this strategy align with overall corporate strategy?
• Will this approach deliver a positive customer experience?

The answers to these questions may not always be straightforward and forthcoming, but there are various tools that can be used to answer these questions. This is essentially a creative process, so as a starting point brainstorming and white boarding are recommended, which then can be refined with such techniques as surveys, interviews, and the results of these; focus groups being a particularly strong form of surveying and interviewing.

At the end of the process you should have a set of deliverables that will drive the next phase. Hopefully, if you have been successful, you will be able to deliver a concise and clear message to the customer. Another result of this phase should be the brand and marketing concept document, which serves as a guideline for the next phase, which is Design & Content.

The Branding & Marketing Strategy phase of the 120 Marketing Process essentially delivers the guidelines and scope document for the next phases. It can also be used to steer the process back on course if it gets off course in the next phases. Next Tuesday’s blog will cover Design & Content. Please comment on today’s blog or other phases of the 120 Marketing Process. We look forward to your participation.


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