BM-CD-P-25-002
1. Purpose #
1.1 To establish a structured and consistent approach in developing and executing data-driven, goal-oriented marketing strategies that support Blih Marketing & Communications and its clients in achieving brand growth, customer engagement, and measurable business outcomes.
2. Scope of Application #
2.1 This procedure applies to all marketing strategies and campaigns developed and executed by the Digital Marketing Executive at Blih Marketing & Communications. It encompasses strategy design, planning, execution, monitoring, and evaluation across digital and traditional channels.
3. Definition #
3.1 Marketing Strategy: A structured plan developed to achieve specific marketing objectives through the integration of market research, audience targeting, and communication execution.
3.2 Feedback Loop: The iterative process of internal and client-based review and revision.
3.3 SMART Objectives: Goals that are Specific, Measurable, Achievable, Relevant, and Time-bound, guiding the strategy with clarity and purpose.
3.4 Target Audience: A clearly defined group of people a campaign is intended to reach based on demographics, behavior, and needs.
3.5 SWOT Analysis: A strategic planning tool used to identify a brand or campaign’s Strengths, Weaknesses, Opportunities, and Threats.
4. Responsibility #
4.1. Digital Marketing Executive
4.1.1 Coordinate with BDD to gather client requirements.
4.1.2 Analyze competitor strategies and positioning.
4.1.3 Identify best-fit marketing strategies for the industry.
4.1.4 Research industry landscape and trends.
4.1.5 Define the campaign’s purpose and goals.
4.1.6 Conduct a situational analysis (SWOT, market trends).
4.1.7 Set SMART objectives.
4.1.8 Analyze and segment the target audience.
4.1.9 Develop the strategic plan with in the specified period i.e. for digital marketing strategies on the average 5 working days and for general businesses marketing strategy delivering by 21 working days with the coordination of the BDD.
4.1.10 Coordinate with BDD and client for approvals.
4.1.11 Execute the campaign across planned channels.
4.1.12 Monitor, evaluate, and adjust strategies based on outcomes.
4.2 Business development department
4.2.1 Notify the team about new client onboarding and project scope and Clarify client expectations.
4.2.2 Serve as a Coordinator for client feedback and approval during the project.
4.2.3 Approve the strategy before it is presented to the client.
4.3 Creative Director
4.3.1 Initiate, Review and approve initial concepts and strategies.
4.3.2 Ensure alignment with overall brand voice and identity.
4.3.3 Approve the strategy before it is presented to the client.
5. Work flow #
5.1 Coordinate with BDD to gather client requirements: Engage proactively with the Business Development Department (BDD) to gather clear, detailed client requirements, expectations, and preferences.
5.2 Clarify project scope, campaign timelines, unique selling points, and specific challenges the client faces.
5.3 Ensuring that the campaign is tailored to the client’s strategic goals and lays the groundwork for a seamless project rollout with all stakeholders on the same page.
5.4 Define the campaign’s purpose and goals: Clearly define the purpose of the campaign, such as brand awareness, lead generation, customer retention, or product launches.
5.5 Establish specific goals that align with the client’s broader business objectives and market positioning.
5.6 Clarify all strategic and tactical decisions throughout execution. Articulate how the campaign’s success will be measured and how it supports the long-term vision of the client.
5.7 Research industry landscape and trends: Begin by conducting comprehensive research on the overall industry landscape to gain a deep understanding of its current status, key players, and evolving dynamics.
5.8 Analyze emerging trends, market shifts, consumer behavior patterns, regulatory updates, and technological advancements that could influence marketing strategies.
5.9 The research shall provide a solid foundation to relevant design and competitive campaigns that are aligned with the current and future goal of the client.
5.10 Analyze competitor strategies and positioning: Perform a thorough competitor analysis to identify direct and indirect competitors, their products or services, pricing models, messaging, communication channels, and customer engagement tactics.
5.11 Examine their strengths, weaknesses, market share, and how they position themselves to target audiences, pinpoint gaps in the market, avoid redundant strategies, and craft differentiated campaigns that stand out and deliver value to the client.
5.12 Research other companies’ strategies and, whenever possible, use relevant tools to enhance the strategies.
5.13 Conduct a situational analysis (SWOT, market trends): Perform a detailed situational analysis by evaluating the client’s internal and external environment (based on the project or service provided).
5.14 Use a SWOT analysis to identify: Internal Strengths, Internal Weaknesses (only those that relate to Blih ), External Opportunities, External Threats
5.15 Complement the SWOT analysis with a review of market trends, customer expectations, and potential barriers to entry.
5.16 Conduct additional research to identify specific challenges that may arise during the implementation of the strategy.
5.17 This holistic view supports realistic strategic planning and allows the team to proactively prepare for risks during campaign execution.
5.18 Analyze and segment the target audience: Identify and analyze the campaign’s target audience by studying demographic, psychographic, geographic, and behavioral data.
5.19 Create audience profiles or personas to better understand their needs, motivations, challenges, and buying habits.
5.20 Segment the audience into meaningful groups to tailor communication strategies, messaging styles, and delivery channels.
5.21 This segmentation helps maximize engagement and conversion rates by ensuring relevance and resonance with each audience group.
5.22 Identify best-fit marketing strategies for the industry: Recognize that many digital marketing strategies exist based on research, including content marketing, social media marketing, influencer marketing, search engine optimization (SEO), search engine marketing (SEM), pay-per-click advertising (PPC), email marketing, affiliate marketing, video marketing, and mobile marketing.
5.23 Evaluate these strategies by reviewing what has proven effective within the client’s industry.
5.24 Assess the suitability of each strategy according to the sector’s characteristics, audience behavior, and campaign objectives.
5.25 Check the qualifications, feasibility, and resources required to implement each strategy in the client’s sector.
5.26 Choose the most appropriate combination of strategies to achieve maximum impact.
5.27 Set SMART objectives: Establish campaign objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).
5.28 Clearly define what the campaign intends to achieve and how success will be tracked.
5.29 Set a clear timeframe for reaching each objective.
5.30 Use these SMART objectives as benchmarks for evaluating progress and ensuring accountability across the campaign team.
5.31 Create a comprehensive strategic plan: Create a strategic plan that integrates research insights, client needs, campaign objectives, and audience analysis.
5.32 Define the campaign’s positioning and core messages, ensuring alignment with the client’s brand identity.
5.33 Select the most suitable communication channels and creative concepts for reaching the target audience.
5.34 Establish clear timelines and responsibilities for each phase of the campaign.
5.35 Anticipate potential challenges and include mitigation plans to address them proactively.
5.36 Ensure the strategic plan aligns with industry best practices and the client’s overall vision, providing a clear, actionable roadmap for effective campaign execution.
5.37 Coordinate with BDD and Creative Director for Internal Review: present the strategic plan to BDD and the Creative Director, gather feedback, and refine the plan before presenting it to the client and an official approval email shall be sent out to the GM.
5.38 Client for Approval: Provide the client the revised strategic plan along with the necessary files in due time.
5.39 Address feedback, and confirm alignment before campaign execution.
5.40 Execute the campaign across planned channels: Launch the campaign on all selected platforms, ensure consistent branding, monitor timelines, and maintain quality throughout execution.
5.41 Monitor, evaluate, and adjust strategies: Track performance using KPIs, analytics tools, and feedback.
5.42 Monthly report the current result of the executed strategies and assess overall marketing strategy effectiveness every 2–3 months. Adjust tactics as needed to optimize results and improve ROI.
6. Generating records #
6.1 <<BD-CD-P-25-002-01A Marketing strategy>>
7. Reference documents #
7.1 << client information request form>>
7.2 << Agreement>>
7.3 <<Meeting Minute>>
8. Relevant documents #
8.1 << N/A>>
9. Flow chart #
