The eight growth areas in marketing strategy

Deciding how to allocate marketing budgets has become a marketer’s greatest challenge. Marketers have to gamble across an ever-growing number of marketing channels and techniques. This has led to major differences in the budget allocations of global brands in the same industry, let alone other industries.

To provide marketers with the easiest way to conceptualise the process, we’ve categorised over thirty channels into eight growth areas. The number of channels may continually increase, but the number of growth areas is likely to stay the same for the foreseeable future. The eight growth areas all serve a clear purpose for both the marketer and the prospective buyer. As a result, they provide a clear and consistent conceptual framework with which to consider budget allocations.

1. Design

   This refers to all the brand assets, including the logo, tone of voice, website and app design, user experience, product design and packaging.

2. Experiential

   This area covers activities that engage the buyer’s senses, including VR, 360° tours, pop-ups, installations, conferences, and events.

3. Stealth

   These activities are often difficult to perceive and difficult. They can include partnerships, guerilla activities, and product placements.

4. Promotions

   This area covers all the ways a business can manipulate their pricing to attract buyers, including giveaways, competitions, freemium, and referrals.

5. Direct

   These activities create a one-to-one relationship with a potential buyer. They include mail, email, SMS, and flyers.

6. Advertising

   These are open to every business on a pay-to-play basis, including display, search, social, print, out-of-home, TV and radio.

7. Endorsement

   These are controlled by third-parties, including PR and media coverage, blogger, influencer, and review platforms and affiliate sites.

8. Content

   These placements are freely available to every business, including website, blog, social media, research and video content.

This research includes

• 11 pages of analysis (2,700 words)

• The necessity for growth

• The importance of behavioural modelling.

• Explanation of seven behavioural factors.

• Their impact on eight marketing areas.

Any questions?