5 Steps to Creating a Marketing Strategy

Marketing Strategies

These five steps will help create guidance in building a strong a marketing strategy.

1. Identify your audience. Just like recognizing what products and services you have to offer, establishing your target audience is key before crafting your strategy. Develop a persona of your brand’s ideal customer through interviews or customer data in order to define who you are trying to reach. Consider demographics (e.g. age, gender, income), location, and behavioral data (e.g. people who are frequent customers versus infrequent customers).

2. Choose a mix of advertising channels. After recognizing who you are going to reach, evaluate where they consume media. It’s imperative to avoid assumptions such as “Millennials only interact with digital channels,” and “older consumers rely on traditional media.”

3. Create a plan. Devising your marketing plan can be the hardest task of all. While it’s important to use a mix of options, keep it simple. If you launch your marketing campaign with too many advertising media, it will be difficult to measure what is working (without doing a professional study). Plus you need a sufficient budget for each to get realistic results.

4. Measure preliminary results. Tracking data! Within your data, pinpoint the key performance indicators that will measure successes. KPIs for direct mail include response rate, conversion rate, and lifetime customer value, among others.

5. Optimize your strategy. After thoroughly examining data from your pilot marketing strategy, you are ready to make revisions. Remember that your initial setup is a rough draft. Once you have figures to conclude results, this is the time to shift budget between channels in addition to making tweaks to the campaigns already running.


To read the full article, visit Marketing 101: 5 Steps to Creating a Marketing Strategy that Moves the NeedleAn RR Donnelley article

The Difference in Marketing to Generation Z vs. Millennials

What are the characteristics of Generation Z vs. Millennials

“Gen Z is tech-savvy like Millennials, but with a difference. While Millennials are digital natives for whom computers have always been a part of life, Gen Zers are social natives, meaning social media has always been a part of life. For Gen Z, there’s no reason to know a phone number when they can find friends on multiple social platforms at the click of a button.” – Posted by RR Donnelley

Here are some observations to consider when reaching out to the Gen Zers with the brand message:

  1. The 8 second attention spanAttention span studies have shown that Gen Zers are unable to focus for lengthy amounts of time. They are to the point, and get it accomplished effectively.
  2. They are professional brand managers – Gen Zers focus on managing personal and professional awareness through social media for better managing of their time and work ethics.
  3. The pragmatic planners – Gen Z focus on sustainability, especially in their career.

According to an article from Altitudeinc, the Gen Z face challenges from school to work, financial stability, formulated time, planning and getting things accomplished quickly. They may be our next generation to making that difference.


Data Security Checklist for Healthcare Organizations

Defend against the data breach in 2018.

Here is a few suggestions from the Healthcare Security Data Checklist

  • Information security. The organizations you work with should have strong information security programs, ideally aligned with the ISO/ISE 27001:2013 standard. This standard spells out how an organization can establish, implement, maintain, and improve its information security system. It also includes tools to assess and address organization-specific risks. Be certain this framework takes other regulatory requirements into account, including those spelled out under the Health Insurance Portability and Accountability Act (HIPAA), Sarbanes-Oxley Act (SOX), and the Personal Information Protection and Electronic Documents Act (PIPEDA).
  • Expanded SOC 2 audits. The SOC 2 audit process gives you some peace of mind that client data is being safeguarded properly. For added assurance, request the SOC 2 report be customized to include HITRUST CSF criteria, which is used to measure and certify an organization’s security management program. This can help confirm organizations are meeting these criteria, which some now refer to as the gold standard for healthcare information security.
  • Logical user access control/management. Cut down on the potential for internal security breaches by putting logical access control/management in place for your business partners. Make sure access to systems storing confidential or private information is granted on a privilege basis. Staff members should only have access to the information they need to do their jobs.
  • Change management. A formal enterprise change management process keeps problems from slipping through the cracks. Changes should be entered and communicated and back-out plans documented, tracked, tested with appropriate documentation, reviewed, approved, and implemented.

Read the full story at RRD, a post from RRD’s Mark Matheis, regional privacy manager, U.S., and Rosario Sosa, senior director, IT Governance.

Multi-channel Marketing 101

Multi-channel Marketing 101: What is Multi-channel Marketing

Why Is It So Important for Engaging Customers?

Have you been paying attention to marketing buzzwords the past few years, you’ve more than likely heard of “multichannel marketing,” but might not be sure exactly what it is. Even if you haven’t heard of it, you might be surprised to learn that you’re likely engaging in multichannel marketing already, simply because the common tools are at your disposal (email, print, social, etc.). However, successful use of multichannel marketing requires a firm grasp of this marketing concept and its potential challenges. Employing a few best practices will transform haphazard multichannel marketing into an ROI powerhouse for your company.

“Multichannel marketing — when executed well — is a powerful tool your organization can use to increase conversions … Multichannel marketing, when executed poorly, can tank your efforts and result in confused, alienated customers.”

Check more at RRD – Multichannel Marketing Defined

Planting Trees to Save Our Planet

Is this becoming a big deal for businesses?

What are the benefits of reforesting?

According to an article from Fast Company, countries are reforesting. Companies are part of an emerging restoration economy and focusing on restoring land. Not only does this help our planet, it also can help produce bio-fuel and food.

“Around the world, driven in part by the Paris Agreement on climate change, governments have made commitments to restore an area of degraded land larger than South Africa. Restoration and conservation can deliver at least a third of the emission reductions needed by 2030 to keep the global temperature on track to stay below a two-degree rise; restoration also has multiple other benefits, including protecting wildlife habitat and sources of drinking water. Government-sponsored restoration will happen in partnership with businesses, many of which are startups.” – Article from Fast Company