Putting your customers and what matters most to them at the heart of your marketing activity makes for more meaningful engagement and stronger relationships.

Developing marketing plans that integrate all your marketing activity is critical to making your business memorable in the hearts and minds of your customers. It’s the framework within which you create inter-linking campaigns and programmes in order to maximise the impact of your spend and the roadmap along which you achieve your strategic intent.

Key to the planning process is articulation of the ‘5 Ws’:

1. Who do I want to engage with?
2. With What content?
3. Through which channels (Where)?
4. Over what period of time (When)?
5. For what purpose (Why)?