Tapabrata MaitraDPGD/AP13/0876

• What is Strategy?– Goals– Plans to achieve them– Actions required for the plan– Actors require to take the action

• A good manager is strategic in thinking

• What is Marketing Strategy?– Increasing sales– Achieving Competitive Advantage– Expanding and Exploring reach

• What makes a good Marketing Strategy?– Highlighting the Unique Selling Point– Connecting with the audience– Retentive way of connecting

• Retention comes from creativity and ingenuity

• The way of executing a marketing campaign is governed by Creative Strategy

• Features– Finite Scope– Scalable– Connectable

1. Goal2. Audience3. Objectives4. Call to Action

5. Channels6. Budget7. Deliverables8. Revision

• By methods like SWOT, PEST, A/B test and 4P matrix

• To identify– Stimulus– Audience– Channels– Demographics– Segments

• Features– Evokes emotions– Sharable &

memorable– Engages audience– Spreads stories

• Copywriting is Communication– Clear– Concise– Correct– Compelling

• Good Copywriting makes a Great Creative Strategy– Promotes call to action– Engages– Is sharable– Inspires

• Conveying a coherent message• Through multiple medium• Delivers a seamless experience• Increases chances of engagement• Availability of product-mixes increase

• Medium of IMC– Advertising– Experiential Marketing– Direct Marketing– Social media marketing– Sales promotion– Public relations– Personal selling– Partnerships

• Mergers and Acquisitions• Decrease in cost of traditional market

media• Evolution of Digital media as a market

platform• Use of computer analytics in identifying

segments• Newer avenues of Digital Engagement

• Digitalization of Tools• Expansion of Content Marketing• Widespread use of Copywriting• Availability of more accurate and complex

analytics• More emphasis on smart use of social

media

• Dependent upon Segments targeted• Unpredictable due to complex

parameters• Context Oriented• Very much dependent upon human

preferences• Cat videos garner more engagement

than scientific breakthroughs

• Strategy is course of actions to reach a goal

• Marketing strategy’s goals are more selling and competitive advantage

• Creative strategy is integral part of marketing strategy

• Creative strategy is – Analysis of audience– Implementation in

campaigns– Compelling a call to action• Good Copywriting

makes a creative strategy great.

• Copywriting is made good by 4 C’s

• Integrated Marketing Communication is Creative strategy and Copywriting combined

• IMC is telling the same message across platforms and medium

• Future is keen about Digital Marketing

• Digital marketing is chaotic