As the parent of a ten-year-old, I’m all too familiar with the endless parade of “must-haves” that dominate playground chatter. Bubble skincare, AirUp water bottles, and of course, the nation-consuming (but short-lived) obsession with Prime drinks. If TikTok has hyped it up, you can bet it’s made its way into our house.
But as fleeting as these fads are in my child’s world, they mirror something I see often in my work. As a marketer who prides themselves on being forward-thinking, a big part of my role is staying on top of the latest trends. Whether it’s Threads, TikTok, or the podcast explosion, I’ve seen them all rise to prominence, fuelled by economic shifts, clever marketing, or the relentless drive for innovation. Some trends carve out a permanent place; others fade into obscurity—only to be resurrected by the next wave of hype.
Here’s the thing: staying on top of the latest innovations is essential. It shows adaptability, creativity, and a willingness to evolve. But no trend, no matter how shiny, can replace a strong marketing strategy.
In the race to stay relevant, it’s easy to lose sight of what really matters. A strong marketing strategy is built on solid fundamentals: clear messaging, consistent branding, and a deep understanding of your audience. These are the anchors that keep your business grounded, no matter how many platforms or tools come and go.
When I work with clients to create or refine their marketing strategy, I often start with three key questions:
These questions might seem basic, but they’re the compass that guides an effective marketing strategy. Once we have clarity, the next step is to systematically build on these fundamentals.
If you’re unsure where to start—or want to ensure your foundation is solid—follow this step-by-step guide to establish a marketing strategy that stands the test of time:
Ask yourself:
Clear objectives are the foundation of any successful marketing strategy and provide a framework to measure progress.
Understanding your audience is at the heart of every effective marketing strategy. Create detailed customer profiles that answer:
Your messaging should align with your brand’s voice and values, making it authentic and relatable. Consistency across all channels—from social media to email campaigns—builds trust and strengthens your marketing strategy.
A multichannel marketing strategy ensures you reach your audience wherever they are. Balance the power of digital tools like social media, paid ads, and email with offline tactics such as events or networking.
No marketing strategy is complete without ongoing analysis. Track key metrics like website traffic, conversions, and engagement to understand what’s working. Use these insights to refine your approach and stay agile as trends shift.
It’s tempting to chase the latest trends, especially when they promise quick wins. But trends should enhance your marketing strategy, not define it. Without a strong foundation, even the most popular platforms can fall flat.
By focusing on the fundamentals, you’ll create a marketing strategy that supports long-term growth. Trends come and go, but a well-crafted strategy ensures your business thrives no matter what’s in vogue.
So, is your marketing strategy built to last? If not, let’s talk about creating a foundation that drives real results.