Marketing initiatives improvement for company AU

• Main Author: Ramos, Rochelle Marie
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Marketing; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etdm_manorg/176; https://animorepository.dlsu.edu.ph/context/etdm_manorg/article/1236/viewcontent/Marketing_initiatives_improvement_for_Company_AU.pdf
• Institution: De La Salle University

This action research aimed to address the low lead generation by improving Company AU’s marketing initiatives to help meet the organization’s target sales forecast and revenue for 2023. Together with my collaborators, we discussed the factors that attributed to low leads generation from previous marketing activities of Company AU. With the desire to make changes in the way we implement our marketing strategy, we focused on exploring new marketing techniques that will help improve our value proposition and attract more clients for increased leads generation and sales conversion. We reviewed our marketing practices and marketing praxis using the MAP framework to help determine and address gaps in our marketing activities. In the first cycle, we used the key determinants of effective marketing to improve our marketing initiatives: 1) Content Marketing Strategizing; 2) Content Production; 3) Content Distribution; 4) Content Promotion; 5) Performance Measurement; and 6) Content Marketing Organization, and created a campaign plan, integrated with RACE framework. Then, in the second cycle, we changed how to select our target audience by using the S-T-P approach in target marketing and aligning their characteristics with our content marketing. Our intervention will serve as a guide for Company AU to have a better understanding of its target market, align its product/service content with the interest of its clients, expand its client database and reach, and generate more leads from its marketing initiatives. Keywords: Marketing Strategy Improvement, Effective Content Marketing, Target Marketing, Marketing-As-Practice (MAP Framework), Reach-Act-Convert-Engage (RACE Framework), Marketing Campaign Plan