Weigh the Whole Market Situation

All four of the directional approaches work best when they are integrated into a holistic campaign, but invariably one technique is primary. The more sophisticated a program is, the more likely it is to deploy multiple approaches. For example, Apple may advertise about its newest iPhone, but it will also use word of mouth and direct marketing through email to excite its loyal customers.

Weighing the strategies in the context of tactical strengths, market situations, customer opinions for and against the brand, and the real value of your offering all drive the marketing round’s decision about approach. Sometimes the avenue is obvious. Other times it is a tough decision, a choice an executive has to make from several possible approaches. This is where weighing the whole market situation makes a big difference—when the marketing round needs to employ the market research discussed in Chapter 3, “Understand Stakeholders and the Competitive Landscape,” to best inform the final decision maker.