Marketing Strategy

Creating a Marketing Intelligence Strategy

It’s critical to keep your finger on the pulse of what’s happening in the marketing world. Here’s how to develop a personal marketing intelligence strategy.

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For a marketing leader, staying on top of trends is critical to shaping your strategy and making sure your brand stays competitive. However, the volume of information that’s out there can be overwhelming. Putting together a personal action plan that helps you stay abreast of industry changes can help. Here’s how to create a marketing intelligence strategy that keeps you in the know.

Curate a reading list: Choose a list of blogs, publications, and commentaries you want to follow. These could relate to trends overall and your industry in particular. Be ruthless. Put together a list of all the potential places you’ll get your information. Now cut the list down to only three to five of them—which you’ll commit to reading at least once per week. Consider using a service or app to help you narrow down your choices by tracking specific keywords or putting them all into a single interface.

Find at least one industry source: If you’re generally following wider marketing advice, find at least one source that’s dialed into your market. This could be an industry association, a networking group, or something else that’s specialized in your field. Keep a pulse on what’s happening by referring to this source at least once per month.

Choose one social media network: In many industries, real-time discussions happen on social media. Choose a network where your peers are most active. Twitter is great for breaking news. Instagram provides digestible visual takes. And LinkedIn offers in-depth exploration of business-to-business (B2B) issues. Plan to engage on a social media network for 15 minutes every week. This will help you see what the cutting-edge ideas are—and which thinkers behind them are worth following.

Attend a conference: Try to attend one marketing or industry conference with a marketing track every year. Even if you just go for 1 day, meeting your peers face to face and hearing more about what works can pay off significantly in the long term. Pay special attention to trends sessions, meetings on what’s working now, and case studies that are relevant to your situation.

Staying up to date on the latest marketing information is key. By putting together a marketing intelligence plan and then mapping it to weekly, monthly, and annual goals, you’ll have a road map in place that will ensure this important task doesn’t get lost in the urgent day-to-day tasks of running your business.