Has the Classic Strategy/Marketing Planning Process Served Its Roles?

The world of strategy and marketing is experiencing a wave of digital transformation (DX) propelled by advancements in IT technology.

Thanks to DX, the ability to handle big data has grown, and what was once a limited categorization of customer attributes has now become more granular, down to the individual customer level.

By leveraging marketing automation, it’s possible to extract high-conversion-probability customers without the need for extensive customer attribute classification.

On the other hand, the classical method that uses a conventional business framework, etc., which has been done manually, has a low affinity with digital, and is a slow method that lacks objectivity and reproducibility.

Human-led strategy and marketing planning can be a hindrance to digitizing and integrating all solutions.

So, does this mean that traditional methods reliant on human effort have outlived their roles? Not necessarily.

Digital strategy and marketing planning excel when using existing data but struggle when it comes to exploring latent markets or potential opportunities.

The ability to segment down to the individual customer level implies very niche markets. However, tapping into undiscovered, latent markets has the potential to lead to significant business growth and even become a game-changer.

I consided a curriculum for strategy and marketing planning using traditional methods.

In general, SWOT analysis is a four-quadrant analysis from both sides of strengths and weaknesses, but in the workshop, we are conscious of innovation and scope it to “our company’s strengths” and “our company’s unique strengths”.

Through workshops with team members, this approach might just ignite innovation.

In conclusion, while digitalization has brought about tremendous change in the strategy and marketing landscape, traditional methods still have a role to play, particularly in fostering innovation by focusing on a company’s distinct strengths.