marketing strategy and planning

The diagram above represents a customer centric marketing strategy approach adopted as best practice by national and global brands in the era of omni channel media and communications. 

Throughout the history of human enterprise and innovation, the best product has not always had the most sales or the highest profit margins.

It comes down to marketing strategy and how you identify and capitalise on profitable niches within your chosen industry category that competitors are missing out on.  

It's called finding a gap in the market.

Your proposition has to revolve around the customer, B2C or B2B. if it's a supply-side innovation then you need to convince them why they need it in the first place.


If you are solving a problem for them then you need to relate to their problem and solve it empathetically through multiple touch points over time. 

The average sale in B2B industries performed by humans only happens between the 7-12th point of contact. 

With COVID-19 human to human sales forces have been heavily disrupted and are now forced to adapt on the fly to working solely in an isolated, digital environment in order to develop the relationship through all those touch points through to close.


In reality many potential customers would also be working from home and in isolation doing their own role and adapting on the fly also, making it even harder to find a moment where you can cut through and share your proposition with them in an attentive frame of mind. 

In order for your product or service to develop from a small niche or gap, through to scaling the proposition for growth and securing market share

As a company, brand or person looking to sell an idea, concept, product, features or capability you need to understand all the market forces you can control and influence, and the forces you need to navigate around or innovate through to continue the proposition's lifecycle in market.  

Whilst considering the external forces and elements you can and can't manipulate, everything internal needs to revolve around the consumer, buyer, or hiring manager.


All communications must be as personalised as possible in order to engage and hold the consumer's attention through both digital and real world touch points and scenario's in the sales or buying cycle. 

So how do you to get to know hundreds or thousands of people a day that you've never met in order to market your proposition in the COVID-19 era?