…nels — paid acquisition, SEO, social media. Having specialized teams definitely has its advantages. However, organizing teams around channels creates a culture where no one looks at customer experiences and customer lifecycle as a whole, instead focusing on their own initiatives, which leads to fighting over budgets, messaging and inconsistent marketing strategy.
…e click-through-rates and so on. Yet, many fail to mention the most important part of this process. Before building any marketing campaign, companies need to have a solid marketing foundation. This foundation should include strategic messaging, ideal customer profiles, and competitive positioning. It is only on this solid foundation that effective marketing campaigns can be built.