In general, the larger the company, the larger and more sophisticated its marketing programs, and the more comprehensive the marketing playbook will need to be. Putting together a well-documented and data-driven playbook takes concerted effort upfront, but will save your company a lot of time and headaches in the long run. Your marketing playbook should be used in support of virtually every marketing campaign that your organization plans, so once ready, the first order of business is to make sure that it is shared with every marketer in your organization. 

The work doesn’t stop once your playbook is launched: it will also be important to keep your marketing playbook up-to-date. Keep in mind that channel reach, audiences, cost, and campaign performance will change over time, as the market evolves and consumer preferences change. For this reason, your marketing playbook should be available on a secure internal website or similar, where edits to processes and KPIs can be made in near real-time, and marketers are certain to see the most up-to-date information available.

Location intelligence and the insights it provides about your prospective buyers and existing customers is an invaluable source of real-world data for marketers. This data can be used to inform your overarching marketing strategy and to establish the best practices and tactical plans included in your marketing playbook. Because location intelligence reflects the real-world behavior of consumers in near real-time, it can help ensure that your marketing efforts are timely and reflective of current consumer interests and market trends. For more information, or to schedule a no-obligation consultation, contact us today.