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NØRR3
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Marketing Strategy

What marketing

The budget is decided, but the goal is still more visibility. A marketing strategy states which business problem marketing is there to solve and with what money.

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01

What a marketing strategy is

A marketing strategy turns a business goal into a marketing task. It answers four questions: who we sell to, what we promise, how much money goes into it and how we will recognise success. It also settles the balance between brand building and sales driving advertising, plus the rough rhythm of the year. You need this at the latest when the budget splits the same way year after year with no reason given. A strategy is a frame for decisions, so it stays short and it is written down.

02

A few lessons

When a new brand launches, broad media are the engine of growth and digital advertising makes them work harder. Better cost efficiency in digital does not replace lost coverage, so a launch budget should not move entirely to the cheapest contact. The second lesson concerns messages. Consumer response varies considerably between media, and the content of the message matters in relation to the objective. The mix that usually works divides the assets into three blocks: hero messages, consideration messages and tactical messages. Once that split is agreed in the strategy, every campaign no longer starts the discussion from scratch.

03

How we work

People do the work: a strategist, a planner, a specialist and an analyst. We go through the business goals with management, choose the audiences and lock the metrics before anyone talks about media. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: tracking budgets and pulling results into one view. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.

Examples of what we do

  • A business goal turned into a marketing task
  • Audiences and the promise
  • The balance of brand and tactical advertising
  • Budget frame and the rhythm of the year
  • Assets split into three blocks
  • Metrics and how they are followed
  • Marketing Engine

Related Cases

Big or small, we scale the solution to the challenge.

Insight & StrategyData & MeasurementDashboardsData ModellingSearch engine optimisationProgrammatic BuyingMedia Planning and BuyingOut-of-Home and pDOOHPerformance MarketingNØRR3 Media InsightsRadio AdvertisingTV AdvertisingCinema AdvertisingPrint AdvertisingAssets and productionCampaigns and Always-onMedia StrategyDynamic AdvertisingSearch Engine AdvertisingDisplay and Video AdvertisingSocial Media AdvertisingResearchAI OptimisationAI AdvertisingHealthcare MarketingReal Estate MarketingRetail MarketingAutomotive MarketingFranchise MarketingMarketing Engine Platform

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Media Insights44 %44% of Finns have reduced their consumption in the last 6 months, while 8% have increased it, so strategies must know which group they are addressing.42 %42% purchase online at least monthly, 7% weekly. Only 5% never purchase online.1,0 milj.In the next year, 25% (1.0 million) of Finns consider a car a likely purchase, 27% a renovation, and 13% a home.
Media Insights44 %44% of Finns have reduced their consumption in the last 6 months, while 8% have increased it, so strategies must know which group they are addressing.42 %42% purchase online at least monthly, 7% weekly. Only 5% never purchase online.1,0 milj.In the next year, 25% (1.0 million) of Finns consider a car a likely purchase, 27% a renovation, and 13% a home.