What is strategic marketing?

A good example of this can be seen in Apple's "Think Different" campaign, which was launched in 1997. The campaign was designed to reposition Apple as a company celebrated for creativity and innovation. The "Think Different" campaign attacked from all angles by using print ads, TV commercials, and billboards that showcased iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr.

The ads emphasized the idea that "the people who are crazy enough to think they can change the world are the ones who do," and forever branded Apple as a company celebrated for daring to think differently. This resulted in Apple creating a unique value proposition that set them apart from their competitors.

The goal of any successful strategic marketing campaign is to create a competitive advantage by developing a unique value proposition that sets it apart from other companies in the same market. This can involve a variety of strategies such as developing a brand identity, creating a product or service that meets a specific need, or targeting a niche market that is underserved by competitors.

Steps of strategic marketing process phase:

• Planning Phase. You'll want to identify your business purpose, needs, and the goals and objectives you want to accomplish, as the entire process will help you achieve them.

• Analysis Phase. This involves taking an outward look at how your company measures up to your competitors and your industry.

• Development Phase. This stage involves defining your marketing mix, which is how you'll meet the objectives from phase one concerning the information you discovered during phase two.

• Implementation Phase. In the final phase, you'll start implementing the strategy you've developed based on your planning and market research.

Effective strategic marketing plans are typically created after a detailed analysis of the company's strengths, weaknesses, opportunities, and threats (SWOT analysis), as well as a review of market trends, customer needs, and competitor activities have been completed. The plan then outlines specific marketing objectives, the target audience, the marketing mix (product, price, promotion, and distribution), and the tactics and strategies that will be used to achieve those objectives.

For strategic marketing to work, it must be an ongoing process that requires regular review and adjustment to ensure that the company's marketing efforts remain aligned with its overall business strategy and goals. But for those who dare to think differently, strategic marketing can be a game changer.