Improper Alignment Of Marketing Campaigns
One of the primary challenges that smaller businesses face today involves their marketing campaigns. Typically these challenges revolve around the lack of proper marketing alignment, meaning that companies do not coordinate their marketing messages with their target audiences. The reason improper marketing alignment occurs is because either the right message is delivered to the wrong audience, or the wrong message is delivered to the right audience. In the simplest of terms, marketing alignment involves the creation of a marketing message and aligning it with the target audience it was intended to reach.
The Use of Proper Marketing Alignment as a Solution
A solution to this challenge is a microsoft excel-based tool that enables you to perform 6 self-assessment functions that directly apply to business and marketing alignment:
- Communication
- Competency-value measurements
- Governance
- Human resources
- Partnerships
- Systems and technology
Proper marketing alignment is the bridge that connects your business to the right target audience. This enables you to build a rapport with many of your potential buyers which can eventually lead to increased sales. Without proper marketing alignment, the likelihood of generating sales is literally non-existent. The average consumer is persuaded and sold based on the establishment of that rapport through the confidence and trust that result from the marketing messages you deliver. Having your marketing message aligned with your ideal target audience creates marketing alignment.
How to Benefit from Marketing Alignment
There are a number of ways that your business can benefit from proper marketing alignment. The three primary benefits are:
- Being able to identify those areas where improvement is needed
- Making your marketing teams more accountable
- Recommendations are made for improving those identified areas
When using this tool, the results of your marketing alignment self-assessment efforts are displayed in the form of graphs on search-friendly spider charts. Most importantly, the use of proper marketing alignment lets a consumer know that you can facilitate their needs and that you have a solution to their problem.
