Marketing strategy

There are two sides to marketing: strategic marketing and operational marketing.

The strategic marketing is the element that defines and frames the main lines of communication and marketing of the company, to take advantage of market opportunities.

Draws the objectives and the paths that the marketing tactics (operational marketing) must then follow in order to achieve a greater result with the least investment and effort, defining the positioning of the company in relation to the market chosen to be the recipient of the communication and sales actions.

Within the development of the marketing strategy, activities such as:

• Know the needs (problems) and current and future wishes of customers,
• Identify different groups of potential consumers and prescribers in terms of their tastes and preferences or market segments.
• To value the potential and interest of these segments, according to their volume, purchasing power, competence or degree of apprehension in wanting to solve the problem or to fill the desire.
• Define "Avatar" or "good person".
• Taking into account the company's competitive advantages, guiding it towards market opportunities, developing a periodic marketing plan with the desired positioning objectives.

The operational marketing is the implementation of the marketing strategy and the periodic plan through the marketing mix variables: product, price, promotion and point of sale or distribution.

Marketing strategies are linked to the business model, recognizing factors of its structure such as the market, distribution and brand. Business model tools such as the Business Life model by Santiago Restrepo, Fluid minds by Patrick St., and Business model generation by Alexander Osterwalder generate dynamic operations to trigger strategic marketing responses.

"Innovation, business spirit and disruption have nothing to do with creative genius" ,

says A. Osterwalder explaining the need for business model patterns.