A marketing strategy is the choices you employ to achieve an end result. Strategy is different than tactics, which are actions.  Strategy comes out of knowing and understanding the target customer, the value proposition that resonates with the target customer, and your company’s unique capabilities or advantages to deliver the value proposition. Let’s look at Lululemon as a case in point. Target audience: Middle- to upper-class females aged 16 to 45 in ... – Read More

Over the past several years, marketing-related content has been lightly peppered with the term “social media optimization” (SMO). It’s now at the point, where people are taking notice and asking, “What is SMO?”    To explain SMO, one can first consider search engine optimization (SEO). In a business-to-business (B2B) context, SEO is about driving traffic to B2B websites, so SEO is a strategy to improve businesses’ search engine rankings. While a ... – Read More