The final stage of any marketing planning process is to establish targets (or standards) so that progress can be monitored. Accordingly, it is important to put both quantities and timescales into the marketing objectives (for example, to capture 20 percent by value of the market within two years) and into the corresponding strategies. Marketers must be ready to update and adapt marketing plans at any time. The marketing plan should define how progress towards objectives will be measured. Managers typically use budgets, schedules and marketing metrics for monitoring and evaluating results. With budget, they can compare planned expenditures with actual expenditures for given period. Schedules allow management to see when tasks were supposed to be completed and when they actually were. Marketing metrics tracks actual outcomes of marketing programs to see whether the company is moving forward towards its objectives (P. Kotler, K.L. Keller).

Whether it’s growing your email marketing list or selling more products through your eCommerce website, our team brings the dedication and experience for all your digital marketing needs. Our headquarters is located in Arlington, Texas, but our clients can be found nationwide. Our capabilities encompass everything in the web design and digital marketing space, including web design and hosting, SEO, social media, PPC, content writing, email marketing and more.


Improve your web presence. Upgrading your website to the latest technologies such as AMP and responsive design make you stand out to Houston customers and also improve your search engine presence. When your website is polished and modern, you will stand out above your competitors. With most local Houston web searchers starting their research online with a mobile device, the faster it loads and the more modern your website looks, the better chance you will have of converting visitors to customers.
Captured thinking: You don't allow your financial people to keep their numbers in their heads. Financial reports are the lifeblood of the numbers side of any business, no matter what size. It should be no different with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, if events bring pressure to alter the givens, the information in the written marketing plan stays intact to remind you of what you'd agreed on.
Improve your web presence. Upgrading your website to the latest technologies such as AMP and responsive design make you stand out to Houston customers and also improve your search engine presence. When your website is polished and modern, you will stand out above your competitors. With most local Houston web searchers starting their research online with a mobile device, the faster it loads and the more modern your website looks, the better chance you will have of converting visitors to customers.

Goals are the most important part of your plan. If you have completed your research, you should have been able to identify your weaknesses and areas of opportunities. Setting both quantitative and qualitative goals around these findings, as well as developing KPIs, will be essential. They will help you to set a clear path, understand your marketing ROI and redirect your tactics as you move through the year, if you find certain strategies are working better than others.


COMMENTARY Marketing is like sex -- everyone thinks they're good at it. In reality, of course, very few really get it. So few, indeed, that I had to struggle to come up with 10 companies that really know what they're doing and deliver the goods, year in, year out. Oddly, coming up with 10 companies with insanely bad marketing was far easier. Go figure.
Targeting: Evaluate the attractiveness of the customer segments and the projected commercial success. Choosing your segments wisely is really important. One segment might be more financially stable than another at the given moment in time, but maybe in a few months’ or years’ time this segment changes. We need to anticipate where our customers are and customize our product and communication accordingly.
Having tactical plans and calendars gives life to your ideas and strategy. Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics. Keep in mind that your tactics may or may not be the same as your goals. If your goals are high-level, i.e. to increase traffic by 50%, then your tactic would drill down more on how to get that result — and be as the name implies, more tactical.
After you have identified your buyer personas, the next step is figuring out how these personas think and ultimately make the decision to buy. According to Hubspot and adopted by all those who believe in the inbound marketing methodology, there are three steps in the buyer’s journey: Awareness, Consideration, Decision. Each of these stages are major opportunities for you as a marketer to nurture your potential customer by providing valuable content about the product and or problem they are trying to solve for. Here are three stats from a Forbes.com article that prove just how important content is in nurturing a prospect throughout the buyer’s journey:

In order to use SEO affectively, you must optimize your content and when we say content we mean all your content – from your blogs to your landing pages to your social tags. In order to do this you need to create a keyword list, which will then allow you to create messaging around the words and phrase you are targeting. But SEO is much more than just targeting keywords. Link building, content and social media all play key roles in a successful SEO strategy.
Google Trends is a great tool that provides a list of related keywords and phrases based on Google’s own search topic data. The comparison feature is especially helpful because it allows you to compare different keywords side-by-side. In addition, the tool allows you to see keywords that are rising in popularity, view changes in interest for a specific keyword over time, and see how a keyword performs by region.
Mass media was hot on the telephone’s tail, of course. Print, radio, and television enabled (and continue to enable) advertisers to communicate their messages to millions of eyeballs and eardrums at any given time. What’s more, with the rise of mass media emerged the capacity for cross-channel marketing: the advertisement of the same brand or product across different media outlets. That’s more exposure to more consumers who are more likely to convert and spend their money.
Geico. The road from the niche Government Employees Insurance Company to 10 million policyholders, $28 billion in assets, and one of the most widely recognized insurance brands in the world, is all about two things: Warren Buffet and marketing. Geico also has some of the best ad concepts on the planet: The Gekko, the Caveman, the little piggy, and my current favorite, the electricity-generating guinea pigs in a rowboat: "It's kind of strange. Such a simple word. Row."

Here is an important aspect to consider every time – or maybe six aspects: it’s called PESTEL and stands for the political, economic, social, technological, environmental, and legal aspect of the target market. A few years back it used to be just PEST analysis, but recently, there has been increasing pressure to upgrade with Environmental and Legal aspects as well.

I really don’t know if I could take a word out of this mission statement or even replace one word. Of course, knowing the brand’s portfolio and the brand value the group of companies has established over these years does help to make this mission statement a lot more powerful than it would be for another company just starting out. This is due to the brand perception and, well, they have earned it!


A marketing plan requires the involvement of all levels of management in the planning process. So, sharing a Marketing plan proposal among executives helps ensure that everyone is on the same page. Smooth communication and a common path for a cross-functional team are really essential. This will also help reduce the number of conflicts among individuals and departments.
Changes in the environment mean that the forecasts often have to be changed. Along with these, the related plans may well also need to be changed. Continuous monitoring of performance, against predetermined targets, represents a most important aspect of this. However, perhaps even more important is the enforced discipline of a regular formal review. Again, as with forecasts, in many cases the best (most realistic) planning cycle will revolve around a quarterly review. Best of all, at least in terms of the quantifiable aspects of the plans, if not the wealth of backing detail, is probably a quarterly rolling review — planning one full year ahead each new quarter. Of course, this does absorb more planning resource; but it also ensures that the plans embody the latest information, and — with attention focused on them so regularly — forces both the plans and their implementation to be realistic.
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