Chapter 10 Strategize a Marketing Game Plan
High performers connect actions to outcomes.
E3 MODEL SNAPSHOT
The proliferation of marketing channels, apps, mobile devices, social networks, and content has given consumers more choices and greater control. Consumers want to be educated, enabled, and entertained, on their terms. Loyalty can be fleeting for brands that are not transparent and engaged. Companies must break through the clutter, connect with consumers, and create personalized experiences throughout the customer journey.
This chapter details a marketing game plan model designed to build core strength, spur growth through existing assets, connect actions to outcomes, and allocate resources based on performance. There are three phases—evaluate, establish, and execute (e3)—made up of 15 steps.
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