GROWTH
Modern Marketing
UNDERSTAND
U
Conduct Interviews & Review Data
NAVIGATE
N
Create Content Strategy
IMPLEMENT
I
Unlock the Pipeline
TRACK
T
Track Progress
YIELD
Iterate & Evolve
Y
Using the UNITY framework, let's explore a specific scenario that may keep you up at night...
Scenario
You recognize that the landscape has changed and attracting new customers requires a completely different approach, but there are too many gurus with little more than theoretical ideas. You are looking for data-driven campaigns, content optimization, and social media to create compelling narratives that captivate and convert your target audience.
01
Conduct Interviews & Review Data
Gather consumer insights through data analysis, surveys, and market research.
Understand consumer behaviors, preferences, and pain points.
Analyze competitors' marketing strategies, digital presence, and content engagement to identify best practices and areas for differentiation.
Evaluate marketing technology stacks and tools to ensure support for data-driven marketing efforts.
Assess marketing spend across all channels and categories including people, advertising, technology, and subcontractors.
02
Create Content Strategy
Define clear marketing objectives, such as increased website traffic, higher conversion rates, improved click-through rates (CTR), or enhanced social media engagement.
Develop a data-driven marketing strategy that leverages consumer insights to inform campaign targeting, messaging, and personalization.
Create a content optimization plan that includes content audits, keyword research, and content creation guidelines.
Formulate a social media strategy that aligns with overall marketing goals, targeting the right platforms and audience segments.
Select and implement marketing technology solutions that support data analysis, automation, and personalization.
03
Unlock the Pipeline
Execute data-driven marketing campaigns that leverage consumer insights to tailor messaging, targeting, and timing.
Develop and publish optimized content across various channels, aligning content with consumer interests and search intent.
Activate social media campaigns that engage the target audience through captivating content and interactive elements.
Deploy and integrate selected marketing technologies to support data analysis, personalization, and automation.
04
Track Progress
Define key performance indicators (KPIs) for each marketing objective, such as CTR, conversion rate, return on ad spend (ROAS), cost per lead, and engagement metrics.
Continuously collect data on marketing campaign performance, website analytics, social media engagement, and consumer feedback.
Monitor competitors' marketing efforts and adapt strategies based on competitive insights.
05
Iterate & Evolve
Analyze collected data to evaluate the success of marketing campaigns, content optimization, and social media engagement.
Develop an improvement plan based on data analysis, identifying areas for improvement in campaign targeting, content quality, or social media strategies.
Conduct regular working sessions to ensure consistent progress without the need for full-scale change.
Foster a culture of continuous improvement in modern marketing practices, staying current with consumer trends and emerging technologies.