When setting up milestones, deliverables are indispensable in seeing the bigger picture of your campaign. They allow you to track and tie your progress to your project’s objectives. They also act as tools of the trade, the conduits of your message, and the key to building brand recognition, loyalty, and, ultimately, achieving your marketing objectives.
Let’s talk about these important concepts and discuss the different types you might want for your next project, as well as guided questions on choosing the right ones.
What Are Marketing Deliverables?
Marketing deliverables are the tangible and intangible assets, materials, or content created as part of a marketing campaign to communicate with and engage the target audience. They are the “deliverables” that bridge the gap between strategy and execution.
In addition, marketing deliverables serve diverse purposes, including raising brand awareness, driving customer engagement, generating leads, and converting prospects into loyal customers. They are the vehicles through which marketing strategies are translated into action.
Classifying Marketing Deliverables
| Tangible Deliverables |
|---|
| Deliverables that you can see, touch and feel.
They are what your customers will experience and use when they come into contact with your marketing efforts. |
| Intangible Deliverables |
|---|
| Deliverables that can’t be physically held or touched.
It may be intangible because it’s only available online, or it may be because it exists as an idea and has no physical form. |
| Internal Deliverables |
|---|
| Deliverables that are generated internally and shared with the key stakeholders within the business. Clients will not see them.
They are quantifiable and measured in terms of time and results. |
| External Deliverables |
|---|
| Deliverables agreed upon and shared with business clients requiring their approval before proceeding with the rest of the campaign.
They are gauged in terms of the revenue they generate. |
| Process Deliverables |
|---|
|
Deliverables that consist of smaller outputs created during a campaign or project to aid in the achievement of the overall goal. Before the project can move forward, they must be approved by internal or external stakeholders. |
| Final Deliverables |
|---|
| Final deliverables refer to the completed and ready-to-use assets, products, or materials provided or produced at the end of a project or task.
They are typically submitted to the client, stakeholder, or end-user for their use or review. |
4 Critical Questions to Ask in Deciding Your Deliverables
Marketing is not an exact science. While there are many tried-and-true strategies in marketing, it’s essential to understand that the best marketing strategy for one business may not be the same for another company. It is about understanding your clients and their wants and finding ways to deliver that value.
When choosing the right marketing deliverables, here are some questions to guide you:
1. What is the goal/objective of the project?
Before you can start planning your deliverables, it’s important to know what type of information you should be gathering from your client.
Clients have many different needs, but if you can identify their main pain points, you’ll know what they need help with most.
What are their goals? What are their expectations for you?
Getting on the same page with your client will help ensure that both parties are happy with the results of the project.
2. What types of audience does my client have?
You need to think about what type of audience your client has. You want to create marketing materials that resonate with them, so take some time to do research.
Once you have a solid understanding of this demographic, then you can start thinking about what types of deliverables would best appeal to them.
Are there any specific topics that interest them? Are there any trends we can capitalize on?
3. What do I need to produce to meet the goal?
The most important thing to remember about deliverables is that they are a tool to help you achieve your marketing objectives.
They are the communication vehicles that convey messages and build relationships with customers.
Knowing what deliverables to produce ensures that you’re spending your time and resources in the right places, so you can achieve the results you want.
4. How am I going to produce the deliverables?
To make deliverables that help you reach your marketing goals, you need to have an idea of how you make things.
This can be a simple checklist, or it can be a more complex flowchart. You have to understand the production process and other factors that can affect the creation of your deliverables.
This will give your clients confidence and enable you to deliver consistent results over time.
The Future of Marketing Deliverables
Staying ahead of the curve is not just a choice; it’s a necessity. As technology and consumer behaviour continue to change, the future of marketing deliverables is set to be more exciting and dynamic than ever before.
Let’s explore some of the emerging trends and innovations that are shaping the future of marketing deliverables.
a. Emerging Trends in Marketing
1. Artificial Intelligence
AI-driven marketing is becoming increasingly prevalent. Machine learning algorithms are being used to personalise content, automate customer interactions, and analyse vast amounts of data for more effective decision-making.
Chatbots, recommendation engines, and predictive analytics are just a few examples of how AI is transforming marketing.
2. Interactive Content
As attention spans continue to dwindle, interactive content is becoming a vital part of marketing strategies. Interactive infographics, quizzes, and immersive experiences are engaging consumers like never before.
Interactive content not only captures attention but also provides valuable data on consumer preferences and behaviour.
b. Staying Ahead of the Curve
1. Continuous Learning and Adaptation
The marketing landscape is in a constant state of flux. To thrive in this environment, marketing professionals need to embrace a culture of continuous learning.
This involves staying updated on industry trends, experimenting with new strategies, and adapting to shifts in consumer behaviour.
2. Integrating New Technologies
As emerging technologies gain prominence, marketers should explore how these innovations can be integrated into their strategies.
Whether it’s leveraging augmented reality (AR) for immersive product experiences or harnessing blockchain for transparent supply chain marketing, being open to new technologies can set your business apart.
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