Defining strategic objectives

Defining clear and achievable strategic objectives is essential to a successful marketing strategy. This section focuses on how to define objectives in line with the company’s overall missions, using measurable criteria such as growth, brand awareness and market share. It also offers advice on how to prioritise objectives to ensure a focused and results-oriented approach.

Willingness To Pay : decoding consumer’s price sensitivity

In a highly competitive market where consumer expectations are constantly evolving, understanding Willingness to Pay (WTP) is a strategic lever for maximizing profitability and refining pricing strategies. This key concept in marketing pricing centers on a company’s ability to identify the optimal price a consumer is willing to pay for a product or service, while maintaining perceived value.

Using artificial intelligence to define strategic marketing objectives

“Harnessing Artificial Intelligence to Develop Strategic Marketing Goals” by Anjorin, Raji, Olodo, and Oyeyemi offers a comprehensive framework for integrating AI into marketing strategies, with a focus on defining strategic marketing goals.
It explores the transformative potential of AI in marketing efforts, covering key aspects such as customer segmentation, personalized targeting, predictive analytics and campaign automation.
The authors suggest that AI-based marketing strategies offer a path to competitive advantage, revenue growth and improved customer experience.

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