Internal silos. A complicated media landscape. Pressure to move the needle. It’s easy to see why so many marketers dive head-first into strategies and tactics when creating their marketing communications plans. But little do they know, they’re undermining their own campaigns by neglecting the most fundamental factor that should drive their direction: the business objective.
This Brightpaper will show you the following:
- Why the business objective should always be the starting point to any communications plan
- How to align business, marketing, and brand objectives with strategies
- How to use it all to drive more effective messaging and tactics