The following building-block techniques will help you structure a marketing strategy – both online and offline – that addresses your core business challenges. These strategy models are just starting points and ways to help you think through problems; as you grow in experience and insight, you could find yourself relying on them less or adapting them.
Porter’s Five Forces analysis
Porter’s Five Forces analysis is a business tool that helps determine the competitive intensity and attractiveness of a market. The Internet’s low barrier to entry means that many new businesses are appearing online, providing near-infinite choices for customers. This makes it important to consider new factors when devising a marketing strategy.
The Four Ps
The Four Ps of marketing help you structure the components that make up a brand’s offering, differentiators and marketing. They have been fundamentally changed by the Internet and need to be looked at in the context offered by digitally connected media and from the perspective of the consumer. How your brand is positioned in the mind of your consumer will ultimately determine your success.
