Every marketing campaign or activity should be backed by a long-term strategy. The essence of a good strategy is a detailed research and analysis. Together with a client we agree on the desired outcomes as well as discuss the resources and budget. Based on our common understanding of the desired KPIs by the end of the agreed time frame, we proceed to create a strategy. When the client approves of our suggested strategy, we make action plans.
The strategy always has to be flexible because we can’t predict everything that might happen. Unexpected events and sudden changes, such as financial crises, dramatic changes in the industry, etc., can seriously damage the business. Whatever happens, we have to adjust the strategy to fit the current conditions but still bring the desired results as much as possible.