Several days ago we had a marketing plan meeting, and the question was: how we could bring this new product to the market with a more creative view of marketing concept?
And one of the answers was listing all the marketing channels we could list and promote via these channels. That was a totally wrong answer which I believe many people get when thinking about “creating a marketing plan”.
Marketing is never just about the channels. It has to start from the profound understanding of customer insights, a marketing idea based on the goals the business wants to achieve, on the understanding of what the product is about, its USPs, the budget, the final KPIs, etc. And only after that, in the end, we’ll pick the proper channels for our marketing plan.
There will always be a certain number of marketing channels for your marketing plan. So don’t think about the means when you haven’t got the plan!