Pros and Cons of Marketing Planning
Posted: Mon Jan 20, 2025 4:27 am
Not every company can organize marketing efficiently – it requires a close-knit team. If the sales and advertising departments do not coordinate their actions or there is no clear promotion plan, it is worth focusing on developing internal connections.
In addition, in some cases detailed planning will only hinder. This mainly concerns new and small firms. For example, for a separate outlet, it is more important to increase current income and find regular customers. Here, the achievement will be that advertising simply starts to pay off.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
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In general, the following pros and cons of a marketing plan can be identified:
Advantages Flaws
The company has a clear understanding of its actions and the procedure for evaluating them It is impossible to take into account all risks, especially those not related to the market (for example, legal ones)
It is possible to predict the results Standard solutions can be adopted
The company understands the consequences of its actions and makes informed decisions You need to be able to follow a plan and make adjustments to it if necessary.
Manages to discuss financial issues in a short time frame Disclosure of results is required, which is not always possible
All events and their results will be recorded. Sometimes the plan is viewed as a set of strict rules and failure to follow it is punished, which is unacceptable.
Types of Marketing Plans
When creating a company's marketing plan, you need to start with goals or deadlines.
So, if a company sets itself 99 acres database the task of occupying 1/3 of the domestic market of goods for children, then its implementation will require a long period. The path to the goal can be divided into separate stages by means of medium-term and short-term planning.
Long term
5-7 years
In the long term, goals set for a long period are considered. For example, a retail chain is planning to open 300 stores in Moscow.
Medium term
2-5 years
During such planning, goals are defined that contribute to the implementation of the long-term plan. For example, to increase customer loyalty, to start selling a new product or to increase sales of the current assortment.
Long-term and medium-term plans form the company's marketing strategy.
Short
up to 12 months
This plan allows you to specify goals that can be achieved during the year. This may include launching advertising campaigns on social networks or holding incentive campaigns. This plan is described in the most detail and is, in fact, a step-by-step guide to achieving the goal. It is usually called "corporate" and is part of the business plan.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Downl
In addition, in some cases detailed planning will only hinder. This mainly concerns new and small firms. For example, for a separate outlet, it is more important to increase current income and find regular customers. Here, the achievement will be that advertising simply starts to pay off.
Read also!
"Examples of Marketing Strategies: From Apple to Barack Obama"
Read more
In general, the following pros and cons of a marketing plan can be identified:
Advantages Flaws
The company has a clear understanding of its actions and the procedure for evaluating them It is impossible to take into account all risks, especially those not related to the market (for example, legal ones)
It is possible to predict the results Standard solutions can be adopted
The company understands the consequences of its actions and makes informed decisions You need to be able to follow a plan and make adjustments to it if necessary.
Manages to discuss financial issues in a short time frame Disclosure of results is required, which is not always possible
All events and their results will be recorded. Sometimes the plan is viewed as a set of strict rules and failure to follow it is punished, which is unacceptable.
Types of Marketing Plans
When creating a company's marketing plan, you need to start with goals or deadlines.
So, if a company sets itself 99 acres database the task of occupying 1/3 of the domestic market of goods for children, then its implementation will require a long period. The path to the goal can be divided into separate stages by means of medium-term and short-term planning.
Long term
5-7 years
In the long term, goals set for a long period are considered. For example, a retail chain is planning to open 300 stores in Moscow.
Medium term
2-5 years
During such planning, goals are defined that contribute to the implementation of the long-term plan. For example, to increase customer loyalty, to start selling a new product or to increase sales of the current assortment.
Long-term and medium-term plans form the company's marketing strategy.
Short
up to 12 months
This plan allows you to specify goals that can be achieved during the year. This may include launching advertising campaigns on social networks or holding incentive campaigns. This plan is described in the most detail and is, in fact, a step-by-step guide to achieving the goal. It is usually called "corporate" and is part of the business plan.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Downl