The Business Exchange Swindon & Wiltshire Edition 44: Aug/Sept 2019 | Page 19

CREATIVE THINKING
Creating an integrated marketing strategy that works
Consider all the channels 
Don’t forget, to create a truly
integrated strategy, you need to
consider all the main marketing
channels. This should include both
digital and traditional channels, such
as your website, email marketing,
PPC & online advertising, social
media, content marketing, direct mail,
exhibitions, print advertising etc…
Website hub
Your website is likely to be the hub
for all your marketing, so make sure
you allocate sufficient budget and
resource to making it as good as it
can be.
Use a good structure
A strong framework will enable you
to develop a comprehensive strategy,
resulting in a clear action plan and
making it easier to reach your goals.
Try using the following approach…
• Current situation - what

are you doing now?
• Aims - what specifically do you
want to achieve? 
• S
trategy - who are your
audiences and what do you want
to say?
• Tactics - how will you reach your
audiences?
• Actions - what’s your monthly
action plan?
• Measures - how will you measure
success?
Be tough
Make sure that you don’t waste time
and money on activities that don’t
work. If you’re not convinced that you’ll
get the return you want, remove the
activity, or test it first.
Spend the right amount
Be bold. Good marketing is the key to
business success. As a guide, spend
no less than 2% and as much as
10% of your turnover, depending on
your business and ambitions. Also,
remember it’s better to do a small
number of activities well than spread
yourself too thinly. 
Creative is critical
No matter how good your strategy,
if your marketing delivery is weak
the strategy will fail. Obsess about
the quality of your marketing and
how effectively your brand is being
communicated, across all customer
touch points.
For more information about
Resolution Design and their
work visit their website:
resolutiondesign.co.uk
We’re all looking for a good flow of
genuine, qualified enquiries that
deliver great ROI. But whilst it’s easy
to spend money on your marketing
it’s hard to spend it well. So how do
you create a marketing strategy that
actually works?
Here are a few useful pointers,
courtesy of Richard Jaggs, Managing
Director of Resolution Design, a
leading Creative Marketing Agency in
the South West.
HELLO THERE ...
Looking for a marketing
strategy that delivers?
G e t in to uch a nd tra n sf orm you r ma r k e t i n g
01380 728898
| resolutiondesign.co.uk
THE BUSINESS EXCHANGE 2019
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