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strategicFOCUS - Reinvent

Reinvent marketing - transforming performance

Reinvent

At various points in time it is essential to revitalize the marketing department and look towards what could be possible. In essense this is a process of reinvention where there should be no sacred cows.

How can we make a step change in what we do today? What products and services do we currently offer our customers? Have we got the correct mix of channels in place to sell and serve our customers profitably?

With these questions in mind, it is essential that modern marketers explore the potential information technology and marketing systems have to offer.

The end result is a plan to reinvent what marketing is and what marketing does.


 

Reinvent is the third step in the strategicFOCUS methodogy. It focuses on extending the customer management proposition and examines the potential for new channels and strategies. It also focuses on transforming the technology required to deliver a step change in marketing efficiency and effectiveness.

The Reinvent Process

Realize market focus

  • development of value propositions / offers / treatments
  • Segment the customer by benefits and value
Install and extend marketing channels
  • Initialize more integrated communication approaches
  • Define dialog strategies for different types of market segments, products and services
  • Build rigorous test and learn strategies
Change the rules for information technology
  • Deploy technology for localized efficiency and effectiveness improvements
  • Promote technology-enabled-marketing
  • Redefine the scope of marketing through technology

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