STAGES OF MARKETING STRATEGY DEVELOPMENT FOR IT ENTERPRISES

Abstract

This article introduces an advanced approach to developing marketing strategies for IT enterprises, focusing on the integration of new stages and innovative tools tailored to the dynamic nature of the tech industry. It emphasizes employing screening standards and modern technologies like artificial intelligence and machine learning to select the most effective marketing solutions, thereby reducing risks and boosting the efficacy of these strategies. The role of innovative analytical tools in deep data analysis and predicting market trends is highlighted as vital for crafting responsive and adaptive marketing strategies. The article explores key stages of strategy implementation, including thorough analysis of both the external and internal business environments, evaluating past marketing efforts, and using analysis to understand the competitive landscape. The development and assessment of alternative strategies are discussed in detail. This encompasses setting marketing objectives that align with the company's overall goals using frameworks like SMAR and choosing appropriate tools and channels for achieving these goals, such as content marketing, social media marketing (SMM), search engine marketing (SEM), or AI-driven chatbots. Budgeting, a crucial component of effective strategy implementation, is examined through various models like cost-based, goal-based, and activity-based budgeting. The strategic use of KPIs (Key Performance Indicators) and OKRs (Objectives and Key Results) is emphasized for evaluating the success of marketing strategies and making necessary adjustments. The article also delves into the importance of analyzing the target audience using methods like user personas and market segmentation to ensure effective communication and interaction. It discusses the positioning of the brand through diverse strategies, detailed assessments, and forming strategic partnerships to boost the effectiveness of marketing efforts. Describing the implementation phase of the marketing strategy, the article outlines it as a comprehensive process requiring detailed planning, effective resource allocation, and active stakeholder engagement. This phase is crucial for converting strategic goals into specific, actionable plans with well-defined timelines, responsibilities, and resources. In conclusion, the article advocates a holistic approach in developing and implementing marketing strategies in the competitive IT sector. This approach blends theoretical concepts and practical methods with the use of cutting-edge technological tools, not only enhancing the effectiveness of marketing strategies but also ensuring sustainable development and a competitive edge in the rapidly evolving tech industry.