14 important marketing planning frameworks you need to start using now.

Also known as strategic frameworks, marketing planning frameworks are a series of questions/ideas that organizations use to define specific marketing objectives or initiatives to achieve their brand goals.

Most organizations rely on these frameworks to guide them in clarifying their business goals and achieving them. At the agency, we deploy a lot of these frameworks to get a better sense of what our clients’ goals are, their audiences, the key message, channels and other important building blocks of successful marketing campaigns.

As you brainstorm ideas for your brand marketing in 2021, let these frameworks guide you.


#1. Objectives and Key Results (OKR):

This framework will help you define your brand’s objectives and key results that allow you to measure. It would help if you had this framework to align with your internal stakeholders and measure the outcome of the work your team does.


#2. Objectives, Goals, Strategy and Measures (OGSM):

Similar to OKR; this framework explains what specific objectives organizations intend to achieve and the strategic ways they plan to achieve them. The framework outlines an organisation’s specific objectives, sets out goals and strategies with measures to monitor and ensure progress. This is one of our favourite frameworks as it allows us to capture campaign ideas in one-page canvasses.


#3. Balanced Scorecard:

This framework allows organisations to consider different business perspectives to measure their progress by using strategic measures for a more balanced view of performance.  These are known as customer perspective (how the organization is seen), internal perspective (what the organization must excel at or improve on), innovation and learning perspective (how the organization can continue to improve and create value), financial perspective (how the organization looks to stakeholders).


#4. The Ansoff Matrix:

The matrix is also known as the Product/Market Expansion Grid. It is used to analyze and plan an organisation’s strategies for growth and innovation. The grid is made up of four strategies that are used to guide an organisation towards growth and further analyze any potential risk that comes with the choice of strategy.


#5. SMART Goals:

One of the more popular frameworks, it guides an organization in setting a goal that answers all five key questions.

  • Smart/Specific – goals are clear, well defined and unambiguous.
  • Measurable – a possible and feasible way of determining the progress or accomplishment of a set goal.
  • Attainable – setting an achievable goal.
  • Realistic – the goal is set within the company’s objectives and relevant to them.
  • Time-Bound – the goal is defined with a clear timeline, including its genesis and target or end date.


#6. SWOT Analysis:

This is a popular tool for analyzing an organization’s business strategy, and situations allow you to identify the internal factors (Strengths and Weaknesses) that affect the output of an organization and the external factors (Opportunities and Threats) that have an impact on the organization. It helps in taking advantage of a company’s strength by identifying its opportunities and threats and correcting its weaknesses.


#7. The BCG Matrix:

The matrix is a way of analyzing the product portfolio and informing decision making about possible marketing strategies (Cash Demands of Products) and the development cycle of products. Companies gain knowledge on what product to invest resources in, based on its growth to increase their market share.


#8. Market Segmentation Chart:

Market segmentation is the practice of dividing your wide, target market into small, homogeneous, approachable groups based on similar characteristics, wants and needs. Marketers use it to personalize marketing campaigns, create better solutions that satisfy the needs of different customers.


#9. Customer Journey Map:

This is a diagram that represents the steps and processes a customer of an organization takes to engage with the organization, be it a product, an online or retail experience, a service or a combination of all or some of the above. The map gets more complicated depending on the number of touchpoints of the customer. This framework helps you map out the feelings, motivations and expectations of customers. This helps to identify opportunities to enhance customer experiences.


#10. Porter’s Five Forces Analysis:

A tool used to understand the competitiveness of a business environment and for identifying a strategy’s potential profitability. The analysis measures levels of profit, opportunity and risk based on five key factors in an industry – Supplier Power, Buyer Power, Entry/Exit Barriers, Threat of Substitution and Competitive Rivalry. This tool is useful for businesses when they understand the internal and external forces that can affect their profit.


#11. Perceptual Map / Positioning Map:

This framework helps you understand how to target consumers view, feel, perceive and understand your brand or product.  By engaging this frame, you can consider comparisons of attributes that are important and to identify open areas within your company’s market.


#12. Segment Attractiveness and Resource Strength Framework:

The framework helps to analyze the attractiveness of a market segment before deciding which market to target. Based on a company’s resource capabilities, they can prioritize market segments that fit their resources.


#13. Brand Identity Prism:

The prism exhibits how to build a good brand story while giving the brand a recognizable identity based on six aspects of brand identity. A brand is successful when a company employs complete utilization of physique, personality, culture, relationship, self-image and reflection. Through the prism, a company can evaluate the strengths and weaknesses of their brand to come up with effective marketing and branding strategies.


#14. Marketing Data Dashboard:

This is a visual summary of marketing KPIs (Key Performance Indicators) and metrics. It simplifies the way marketers read and understand analytical data. That way, they could easily assess key metrics and track them to act on data to improve performance. These marketing frameworks are important elements that will improve your brand’s performance in the marketplace. Which of these have you used in the past?


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