What is Strategic Advertising?
Strategic Advertising
Strategic Advertising: Capabilities
Strategic Advertising: The Essentials
- Portfolio Technique
- Positioning Technique
- Segmentation Technique
- Practical Technique
- Development Technique
- Buyer Loyalty Technique
Strategic Advertising Examples - SWATCH
- TOYOTA
The conclusion of the article is:
What is Strategic Advertising?
Instead of focusing on the production of services, strategic advertising is more interested in promoting these to clients. Strategic advertising analyzes first the market, its competitors and customers and then develops services in accordance with the niches detected.
Operational marketing, on the other hand, focuses more on the short-term. We want to put into action the strategies that we’ve outlined.
In energetic advertising we have to set up budgets and plan the different advertising campaigns at a tactical level. In these actions, we can find SEM campaigns, promoting on social media, contests, raffles, promotions and communication of product launches.
Both the strategic and operational variants are necessary for success. While it’s not advisable to start an action without a strategy, planning is also useless if it’s not put into action.
Strategic Advertising
It is the process of studying and understanding a market in order to identify opportunities that meet customers’ needs more efficiently and effectively than other competitors.
We cannot create products and businesses to later try to market them. This vision has long since stopped working. We should now analyze what customers want and then create products or services that satisfy those needs.
Strategic advertising’s neutral is to satisfy unmet needs that are a good financial alternative for the company.
Advertising professionals who work on the strategic part of advertising must identify new markets and analyze their attractiveness, as well as consider the life cycle of the product.
The competitors may find that they can’t easily mimic the aggressive benefits of their opponent after working with them and examining them.
Capabilities of strategic advertising
Strategic measurement in advertising is an important part of the general technique of any marketing plan.
Before deciding on a marketing strategy, we need to establish a solid base of knowledge and gather information through market research and analysis.
We can see where we are and where we want to be by establishing, or revising the mission and vision. The values of the company and analyzing our strengths and weakness.
To determine our strategies later, it’s important to gather information and do a thorough analysis of the situation. The primary functions of strategic marketing are:
Analyze the new shopping habits and trends.
Find out who your opponents are.
Watch the demand for your product.
Discover what new buyers want. (see Maslow’s Pyramid)
Market alternatives and threats should be researched.
Create a sustainable aggressive benefit.
Research your capabilities to adapt to the market.
Outline your marketing strategy that will help you achieve the business goals.
Strategic Advertising: The Essentials
You can see the main advertising techniques in the strategic part of a company’s marketing below.
- Portfolio Technique
BGC matrix is a great tool that helps us make strategic decisions about our product portfolio. - Positioning Technique
Model positioning helps us to work out where we occupy in the minds of our customers for our competitors.
This strategy also focuses on adding value to our customers, our current positioning, and our competitors or the position we want to achieve and its viability. - Segmentation Technique
Market segmentation is a technique used in strategic advertising to divide the market into groups with similar traits.
And wants to provide a differentiated offer tailored to each target group. This method also helps us discover new markets and change our offer to this target group. - Practical Technique
The rational technique will guide us to make the right strategic decisions in relation to the 4Ps: product, value, communication, and distribution.
The 4Ps must also work together with persistence. - Development Technique
The Ansoff Matrix can be used to determine the strategic direction of an organization.
This will help us to determine the best choice between market penetration, new product growth, new market growth or diversification. - Buyer Loyalty Technique
It is important to develop relationship marketing and customer relationship management methods if the company has set goals for loyalty and growth. These methods will help improve the customer experience and build more lasting and valuable relationships with our customers.
Once we have defined our strategy and our advertising method (strategic marketing), we can start working on our advertising activities (operational marketing).
It is important to know the strategic direction we will take and what products we will work on.
What will be the distribution, price scale, model we use, how we communicate, etc.?
If we want our advertising to be effective and environmentally friendly, then we must perform the advertising activities of our organization after we have engaged in all these elements.
As an example, a new product launch, the creation of a service, launching a marketing campaign, or the opening of a new market.
Strategic Advertising Examples - SWATCH
Since WWII, Switzerland is a leader in the watch business. In the early 80s, the Swiss watch industry would face one of its greatest crises. Sales of top quality watches dropped dramatically.
The two main factors that have affected the industry are the new buying habits of consumers and the rise of affordable, high-quality Asian watches from Japan and Hong Kong.
Swiss producers were worried about losing market share. They analyzed the market, their expectations and what was happening. Strategic advertising. They developed a new marketing technique to meet a newly discovered need.
Asian digital watches are cheap but sloppy, black, dark, and similar. A new marketing strategy is to continue with Swiss watchmakers who are known for their high-quality and luxurious watches.
They could also launch new products to compete with the oriental watches.
The new Swiss watches are affordable and feature modern, attractive designs. The colors are bright and vibrant to counter the sad picture of Asian eyes.
They created a new category of differential products in a market that had similar goods. Swatch was the first disruptive watch brand. - TOYOTA
The automobile producers saw a segment of the population becoming more concerned about the environment. The constant increase in the price of gasoline, and adapted quickly to new technological changes.
Faced with such a situation, Toyota decided to launch the Prius model, a hybrid automobile that uses both electrical power and gasoline.
The eco-friendly vehicle reduces the impact on the environment by using less gas and releasing fewer harmful gases. The hybrid model is also a consideration for the individual’s economic system, as it consumes less energy.
Toyota Prius is the most sustainable automobile ever since its 1997 launch. In 2005, the Toyota Prius was named automobile of the year in Europe and America.
Toyota’s hybrid Prius model is an excellent example of how to use strategic advertising effectively.
He was able to identify and capitalize on a latent need, such as a car that takes into account the environment. It is also usually more fuel-efficient.
We have now seen that any company, regardless of its size, should work on their strategic advertising in order to increase its enterprise competitiveness.
It is a huge mistake that many companies focus on short-term advertising without having outlined beforehand a strategic vision by strategic marketing.
If we want to be effective in advertising within a short time frame, then we must work on our technique. Working on our strategy is a must.
The conclusion of the article is:
A strategic advertising strategy is an analysis, evaluation and informational approach to the market with the final goal of detecting alternatives. It allows the company to meet customer needs in an efficient and environmentally friendly manner.
We should use one of these motions to analyze the needs and wants of our clients, then create products or services that are tailored towards satisfying those needs.
