Whether it is through acquisition or organic growth, more and more of today’s companies have the ability to offer numerous services and/or products to multiple target audiences across vastly different industries.
However, according to Jonathan Ebenstein, the managing director of Skoda Minotti’s strategic marketing services group, all too often companies are using a shotgun approach to marketing, when a rifle-based solution is needed.
“In other words, you can’t use the same broad-based, one-size-fits-all marketing approach to go after a construction company as you would for a law firm,” says Ebenstein. “These are two different industries with vastly different needs, hot buttons and challenges.”
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