Trends in using AI for marketing: 2023-2024

 

What AI-based tools and digital marketing techniques should businesses from small to large be considering?

I’ve been fortunate to be involved in digital marketing for over 25 years now. The opportunities presented by AI recently are the most exciting developments that I have seen in this time, since the early days, where everything from organic search, a website and email marketing seemed a similarly huge opportunity.

This range of projections of advancement in AI presented at Technology for Marketing by Implement AI highlights that we are at a relatively early stage of adoption of AI, with the biggest advancements yet to come recently hinted by the rapid adoption of ChatGPT.

In this post, I’ll summarize trends in real-world applications of AI and tools to consider in each of these categories of AI that are open to any business from small to large. Some of the hottest marketing applications and trends in AI we’ll cover are in these five categories

1. Generative AI
2. Autonomous AI
3. Causal AI
4. Conversational
5. Predictive Analytics

For each technology, we’ll look at how they can be used in marketing and recommend some of the best free and paid tools to consider. Apart from the techniques and tools, in the last section, I’ll also review the issues of governance and management - What actions should businesses be taking to improve to their use of AI.

Generative AI is currently at the peak of interest according to the latest Gartner Hype Cycle on emerging AI technology. This means that in theory, it will soon enter the ‘trough of disillusionment’ and evidence of this is the comments in subreddits such as r/ChatGPT where power users complain of new limitations caused by legal and ethical concerns. There are also recommendations for other ‘Personalized AI’ competitors which I’ll cover below which given the growing popularity of these and specific paid marketing solutions such as Jasper and Writesonic suggest to me that this category is still ‘on the up’.

Of course, the applications of AI in marketing aren’t new. In 2017 we shared these use-cases for Artificial Intelligence (AI) in marketing

Our visual shows the wide array of applications for Machine Learning and AI for marketing across the RACE customer lifecycle, all of which can be put in place today.

None of the technology is speculative or on the horizon, these are current marketing techniques already being utilized by many successful companies) across our customer lifecycle. You can read more about how to integrate new or existing MarTech into your digital marketing strategy in our 2024 edition of The Future of Digital Marketing Trends guide, which is a free download produced in partnership with Technology for Marketing.

A good place to start to review the latest trends in AI is the latest Gartner Hype Cycles which chart which new technologies are ‘on the rise’ and forecast when they may reach their respective plateaus.

1. Generative AI

Developments in Generative AI or Gen AI which produces text, visual and video content from prompts has seen many new features introduced into ChatGPT this year, with ChatGPT now being able to listen and respond to audio prompts, read visuals and with DALL-E integrated, create visuals.

AI image and video generators

This move from text to richer content is one of the trends in this category, with AI now even producing video based on audio or transcripts delivered by human-like avatars through tools like Synthesia  and HeyGen, in which you can overlay pictures of your team to implement avatars based on real people (think ABBA Voyager)!

This year there has been a huge investment in Generative AI, with Microsoft’s investment and collaboration with OpenAI, the obvious example. With Amazon recently betting $4 billion in Anthropic, the developer of Claude we can expect the Amazon re-branded version of Claude to do well in the years ahead.

Fine-tuned Gen AI

You'll know that prompting in ChatGPT works best when Prompts are more specific to what you're looking to achieve, so, in marketing, this means the context for the copy or imagery you're looking to create. In our Quick Win on Using AI for Copywriting I explain a Templating approach which is the most efficient way to define your communications goals, target audience, brand, creative and channels. I also explain how to use ChatGPT's relatively new Custom Instructions feature to re-use supplying the context of your brand, products, customers and brand tone of voice.

While Custom Instructions are a huge improvement to tailor ChatGPT copy to a specific business and audience, they are still limited, so there is a trend to other specific tools for marketers building in fine-tuning. One such is Jasper Brand Voice feature which enables you to upload brand style guidelines or other company information such as campaign briefs to tailor the AI's responses.

Topical Gen AI

Another trend within Gen AI, is that we can expect more regular updates to Large Language models which enable us to work with more topical information than the 2021 currently offered by OpenAI GPT-3 and GPT-4. Although OpenAI doesn’t seem to have cracked this problem yet, Google seems to. You can ask Bard for a summary of the main developments in digital marketing in 2023 and it does a decent job - great for seeing what you may have missed. You can even ask it about trends in AI within marketing for 2024, but the results there are generic compared to this article since it can’t extrapolate as well as a human!

We can also expect that the release of Google’s new Search Generated Experience (SGE) will dramatically increase use of Generative AI when it goes live, which is expected to happen in 2024. This will give Google users an AI conversational response like Bing AI. It’s currently being tested in the US, India and Japan and although Google is testing many changes to balance usability and monetization through Ads, it seems likely it will launch in 2024. Some SEOs such as Eli Schwartz are forecasting an SEO apocalypse as clickthroughs to sites decline as the AI in the SERP answers the user's query.

Personal Gen AI

Finally, another trend within Generative AI is illustrated by Pi from Inflection (founded by ex-Google Deepmind developer Mustafa Suleyman (CEO)). In 2023 Inflection AI announced $1.3 billion of funding led by current investors, Microsoft, and NVIDIA.

Billed as a Personal AI, this currently has a more user-friendly conversational style than ChatGPT which can be voice-enabled and some have compared to the AI in the movie: ‘She’. For me, it’s impressive since it provides a genuine conversation where the AI leads to step you through an issue towards solutions. Compare this to ChatGPT where you have to lead with intelligent prompts to get the most from it…

2. Autonomous AI agents

The future of Autonomous AI agents was highlighted in 2023 when AutoGPT was released. Note that this isn’t an official OpenAI release, although much of the superficial commentary on it suggested it was. Rather it involves clever innovation from one developer to add a coding ‘wrapper’ around ChatGPT via the API. So, it's only available to developers who manually install it from the GitHub code repository. However, it has engaged many developers with its potential, becoming the top trending download on Github.

Microsoft Jarvis is another example showcasing the potential of autonomous agents. Like AutoGPT it can only be setup by developers downloading code - it’s not a service yet. This article on How to Set Up and Try Microsoft Jarvis / HuggingGPT shows the approach through this visual.

So, AutoGPT and Jarvis can connect to and control other web services using APIs and perform actions such as web searching, web forms, and API interactions. AutoGPT works by self-generating the necessary prompts to reach a desired goal. It does this by breaking down the goal into sub-tasks to generate prompts for each sub-task. It then executes the prompts and gathers data to refine or validate its prompts and their outputs. The application then iterates until it completes the tasks and the top-level goal.

For marketers, the impact of AutoGPT is more in showing what AI the future will offer in the future, such as autonomous bots that can be set a task to research a topic and select and buy products, such as the cheapest flight from X toY. In fact, Paul Smith and I wrote about this in our first 2001 edition of Digital Marketing Excellence as a future option, to me it’s still years into the future for widespread adoption.

AutoGPT and Microsoft Jarvis highlights these features of autonomous AI agents. It can :

• Work through a series of steps to achieve a goal
• Chain a series of actions based on prompts
• Take decisions based on the results of previous prompts

More general applications of autonomous AI are self-driving cars and robotic automation.

3. Causal AI

Causal AI is the other category of AI identified by Gartner – see What’s New in Artificial Intelligence from the 2023 Gartner Hype Cycle.

Causal AI will possess more human-like intelligence and will be able to assist in analysis and decision-making. Its aim is to uncover the cause-and-effect relationships between marketing efforts and outcomes. The article above gives these examples of the type of question that can be answered: what if we had only targeted Group A instead of all of Group B? What if we spent an extra $20,000 on TikTok instead of Instagram? How many additional conversions would that deliver? In other words, It lets us go beyond predictive accuracy and get insights into the incrementality of our marketing dollars.

As an innovative technology, there are few competitors in this space. One is Causal Lens which offers to support decision-making by understanding the drivers of behaviour as this case study of retention drivers for an insurance company shows.

4. Conversational AI

For the last two key categories of AI, we return to more established AI marketing capabilities which don’t feature as an emerging AI according to Gartner, but with innovation happening apace in this sector.

Conversational AI is where AI supports direct customer interactions of which there are two types:

• Customer-driven inbound customer enquiries which are sent via web contact forms
• Company-driven outbound communications such as email welcome and nurture sequences which are for promotion and engagement

The main development amongst vendors in this sector relates back to Generative AI where solutions are now less based on rigid templates, but more relevant responses based on prompting with the customer query and tuned to the relevant business question. Autonomous agents will increasingly replace simple questions, but human oversight is mostly still required.

Vendors in this sector include services like Intercom which we use and Drift which offer inbound and outbound capabilities with AI-based engines such as Fin in Intercom and others such as Genesys and Zendesk which focus more on inbound communications.

Another approach relating to the Fine-tuning I mentioned earlier is exemplified by MyAsk AI is to use a standalone AI knowledgebase to which you can upload company documents to answer customer queries using a GPT engine. HubSpot is using this on there site.

5. Predictive Analytics

I’m covering predictive analytics last since in large businesses with business intelligence teams this is one of the longest-established technologies with numerous applications across marketing including

1. Customer Segmentation: Predictive analytics is used to segment customers based on various attributes, such as demographics, behavior, lifetime value and purchase history.
2. Lead Scoring: By analyzing historical data and identifying patterns, predictive analytics can assign scores to leads, indicating their likelihood to convert into customers. This helps marketing and sales teams prioritize their efforts on high-potential leads, leading to more efficient lead management.
3. Churn Prediction: Predictive models forecast which customers are at risk of churning (leaving) based on their behavior and interactions. Marketers can implement retention strategies to reduce customer churn.
4. Personalization and Recommendation Engines: E-commerce and content platforms use predictive algorithms to suggest products, services, or content to users based on their past behaviors and preferences. This enhances the user experience and drives sales or engagement.
5. Marketing Campaign Optimization: Predictive analytics can help optimize marketing campaigns by predicting which channels, messages, and timing are most likely to yield the highest conversion rates. This maximizes the return on investment (ROI) of marketing efforts.

All these types of machine learning applications based on analysis of historical customer interaction data will continue, but supported by the other types of AI innovations we have reviewed such as Causal and Generative AI. The opportunity here is the fast rate of development of these tools, and the practical application of data to improve marketing performance. Of course, with so many different possible areas, it's important to prioritize optimizations that will make the biggest difference to your current marketing objectives. Our guide gives recommendations for planning and reporting too.

Trends in managing AI and governance

Businesses are reviewing the opportunities of AI, but they also need to manage the downside. Implement AI identifies these negative factors of AI that need to be managed in their article on The AI-Assisted Organisation - a blueprint for Small and Medium Businesses.

• Job Displacement. Workers performing repetitive analytical and mechanical tasks face displacement through automation.
• Data Privacy. Concerns collecting, processing and securing ever-growing datasets raises concerns around consent, transparency and misuse that can erode customer trust if not intelligently managed.
• Digital Ethics. As automated systems impact people’s lives, proactively developing ethical frameworks needs to be guided by principles of transparency and accountability.
• Security Risks. Increasing reliance on AI and interconnected systems means system
  security must be considered.

AI policy for marketing communications

We believe that more organisations developing is a major trend given the impact that Generative AI in particular, has had, so we have a separate section on this.

In this podcast, Implement AI reviews further recommendations to AI policy summarized how to manage these challenges for these types of business:

For Large, Enterprise Businesses:

• Create an AI policy framework to provide guidelines on ethics, data privacy, security, and explainability of AI systems across the organisation
• Form an AI committee with cross-functional leaders to govern and continuously review the AI policy and strategy
• Provide comprehensive AI training to employees on using new tools responsibly and optimizing workflows
• Appoint a Chief AI Officer to own and drive the AI strategy and roadmap forward
• Engage stakeholders like customers and employees on AI plans to retain trust and talent

For SMEs:

• Draft an AI policy even if basic to start aligning business goals with AI adoption
• Assign AI responsibility to a senior leader even if part-time to drive strategy
• Evaluate customer data handling and security practices required for AI systems
• Explore AI opportunities to gain competitive advantage through faster task completion
• Be transparent about AI plans with staff to ease uncertainty and align on the vision

By Dave Chaffey

Core Principles of the Integrated Business Framework. 5 Story-Driven

 

RoundMap® understands that impactful narratives resonate more effectively than product-centric pitches, and hence champions storycasting. By connecting with audiences on an emotional level, it cultivates long-lasting relationships that extend far beyond business transactions.

 

Crafting Magnetic Stories: An Introduction to StoryCasting™

 In the compelling theater of business, where value is the script and brands are the actors, how do you ensure that your performance captures and holds attention? Enter StoryCasting™—a transformative principle within the RoundMap All-round Framework that unites the ancient craft of storytelling with the modern art of strategic engagement. This is not storytelling as you know it; this is storytelling that ‘casts a line,’ akin to an angler skillfully luring fish, but here, the catch is infinitely more valuable: the hearts and minds of your audience.

 Traditional storytelling serves as a mirror, reflecting human needs, desires, and aspirations. StoryCasting™, on the other hand, functions as a magnifying glass, focusing the rays of your brand’s value into a compelling narrative plot. It operates at the intersection of emotion and action, melding the tale with the target, guiding the audience through a story and toward a carefully orchestrated outcome.

 Every potent story has a pivotal element—the plot. Within the framework of StoryCasting™, the plot serves as the foundation upon which your brand’s value proposition is built. You can resonate with your audience’s deepest desires and aspirations through this lattice of interconnected events and moments. This is not mere storytelling; it is about story ‘doing,’ where your narrative transforms from informative to performative.

 StoryCasting™ opens new avenues for businesses to connect, communicate, and convert. It elevates storytelling from a passive, reflective act to an active, directive force. As you delve deeper into this groundbreaking approach, we invite you to consider the story you want to tell, the actions you want to inspire,and the value you seek to deliver.

Welcome to StoryCasting™—where your brand becomes not just the narrator but the narrative itself, driving action and manifesting value through the alchemy of strategic storytelling.

 

The Indispensable Role of Storytelling in Modern Economies

While our basic needs for food, water, and shelter operate almost universally, requiring little more than instinctual signals to be understood, our complex human lives demand something more nuanced—narratives. These narratives aren’t luxuries but necessities for anything that transcends our immediate, basic requirements.

Through storytelling, we articulate the intricacies of our experiences, aspirations, and desires. Stories lend context, infuse meaning, and enrich our solutions with emotional resonance, making them palatable and compelling. Hence, they serve as a vital instrument for brands to grasp their customers’ unique needs and deliver products and services that meet and exceed expectations.

 

What is our role in the story of needs?

Our role in the stories of our needs is central and active. As individuals, we are both the storytellers and the protagonists in the narratives of our needs. Our needs arise from our desires, aspirations, and circumstances, and we play an essential part in expressing, understanding, and addressing them.

 Here’s how our role plays out in the stories of our needs:

 

1.    Identifying Needs: We are responsible for recognizing and identifying our needs. This involves self-awareness, introspection, and understanding what truly matters to us in various aspects of life, such as health, relationships, career, and personal growth.

 

2.    Expressing Needs: Once we identify our needs, we must express them to ourselves and others. This can involve articulating our desires, concerns, and goals and sharing our experiences and challenges with those around us.

 

3.    Seeking Solutions: As protagonists in our needs stories, we take the initiative to seek solutions and fulfill our requirements. This may involve proactively finding ways to meet our needs through personal efforts, seeking support from others, or engaging with products or services that address those needs.

 

4.    Making Decisions: We make choices and decisions that shape the course of our needs stories. We prioritize certain needs over others, decide on the best action to address them, and continuously adapt our approach as circumstances change.

 

5.    Learning and Growth: Our needs stories are a journey of learning and growth. As we encounter challenges and opportunities, we acquire new knowledge and insights that inform our future decisions and actions.

 

6.    Interconnectedness: Our needs stories are interwoven with the stories of others. We interact with family, friends, colleagues, and society, and these interactions influence and shape our needs and experiences.

 

7.    Creating Meaning: In fulfilling our needs, we create meaning and purpose. By pursuing what matters to us, we find fulfillment and satisfaction, and our needs and stories contribute to our sense of identity and well-being.

 

In essence, our role in the stories of our needs is one of agency, responsibility, and self-discovery. By actively participating in these stories, we shape our experiences, influence our relationships, and ultimately contribute to the ongoing narrative of our lives.

 Now you understand why we created the ValueActor concept: we all play our part in the stories of our needs.

 

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55 Business Model Patterns. #24. Layer Player

 

Layer Player

24#

A layer player is a specialized company limited to the provision of one value-adding step for different value chains. This step is typically offered within a variety of independent markets and industries. The company benefits from economies of scale and often produces more efficiently. Further, the established special expertise can result in a higher quality process.

Archetype

How: Specialize in and limit business to serving one or only a few value-adding activities that integrate well into a variety of value chains in different markets and industries.

Why: Benefit from economies of scale, efficient production, and building up special expertise, with higher quality as a result.

A company employing the Layer Player business model typically concentrates on one or just a few activities within a value chain. It serves multiple market segments across various industries and its typical customer is an Orchestrator, who outsources the majority of value chain activities to specialized service providers. As a Layer Player, the company benefits from its ability to specialize in terms of efficiency gains and multiplying know-how and intellectual property rights. It may also be able to influence and develop standards within its specific field to its own advantage.

The Layer Player business model focuses on a specific step in the industry value chain, exploiting economies of scale and the benefits of superior expertise and capabilities. The company is often able to expand into other fields. For example, Amazon began by selling books and later diversified into other areas such as CDs, DVDs, and a wide variety of other products.

Where did the Layer Player business model pattern originate from?

During the 1970s, efficiency and cost advantages became increasingly important for companies in many industries. This led to a general trend towards streamlining value chains. Labour was organized in new ways that were conducive to the Layer Player business model.

One direct result of these developments was the establishment of dedicated IT service providers in India, such as Wipro Technologies. Specializing in IT outsourcing and related consulting services, Wipro Technologies is now the third largest IT company in India. It places a strong emphasis on customer-facing processes to deliver bespoke IT solutions for industry customers.

Applying the Layer Player business model

As a Layer Player, you can maximize the potential inherent in specializing and becoming a leader in your particular area of expertise. As a Layer Player, you are also able to serve several industries and readily apply skills learned in one setting to another.

If you operate in a particularly competitive environment, specialization may be the right choice for you, allowing you to focus firmly on a core area of expertise and nurture and build your strengths.

Typical targets for new Layer Players are mature industries with highly vertically integrated companies. New Layer Players are expected to emerge in the financial industry, where few standards have been developed and the division of labor is still relatively limited.

Pros and Cons of implementing the Layer Player business model

Advantages

• Specialization. By focusing on one or just a few activities within a value chain, a company can exploit economies of scale and the benefits of superior expertise and capabilities. This allows them to become a leader in their specific area of expertise.
• Efficiency and cost advantages. By streamlining the value chain, a company can increase efficiency and cost advantages. This is particularly beneficial in mature industries with highly vertically integrated companies.
• Multiple market segments. As a Layer Player, a company can serve multiple market segments across various industries, providing them with a diverse customer base.
• Intellectual property rights. By specializing, a company can multiply know-how and intellectual property rights.
• Influence and develop standards. A company can influence and develop standards within its specific field to its own advantage.

Challenges

• Limited diversification. By focusing on one or just a few activities within a value chain, a company may have limited diversification. This can make it difficult for them to expand into other fields or industries.
• Dependence on customers. As a Layer Player, a company may be dependent on customers who outsource the majority of value chain activities to specialized service providers. This can make them vulnerable to changes in customer needs or preferences.
• Limited control over value chain. A company may have limited control over the entire value chain, which can make it difficult to coordinate activities with other companies and partners.
• Risk of becoming commoditized. By specializing in a particular area, a company may become commoditized, making it difficult to differentiate themselves from competitors and maintain their competitive edge.
• Risk of losing focus. A company may be at risk of losing focus on their core area of expertise if they try to expand into other fields or industries too quickly.

Choosing your role in the value chain

Where the Layer player specializing in a specific area of the value chain, the Integrator connects several layers together into one service. The Orchestrator takes on a more coordinating role orchestrating activities of multiple specialized service providers. Depending on a company’s strategy, target market and competitive landscape, one of these models may be more appropriate than the others.

• The Layer Player business model is appropriate when a company wants to specialize in one or just a few activities within a value chain. By focusing on a specific step in the industry value chain, a company can exploit economies of scale and the benefits of superior expertise and capabilities. It is often able to expand into other fields and serves multiple market segments across various industries. A good example of a Layer player is Wipro Technologies that specializes in IT outsourcing and related consulting services.
• The Integrator business model is appropriate when a company wants to bring together different components or services from multiple suppliers to create a complete solution for customers. An Integrator typically has a broad range of capabilities and can provide a wide range of services to customers. A good example of an Integrator is Accenture that offers a wide range of services to its customers including consulting, technology, and outsourcing services.
• The Orchestrator business model is appropriate when a company wants to coordinate the activities of multiple specialized service providers to create a complete solution for customers. An Orchestrator typically acts as a intermediary between service providers and customers, bringing them together and managing the relationship. An Orchestrator also manages the delivery of services to customers and coordinates the activities of multiple service providers. A good example of an Orchestrator is Alibaba that provides an online marketplace for customers to buy and sell goods and services.

Trigger Questions

• Will your stellar operational platform or tech benefit from using a partner for distribution to push products?
• How will specializing in only one step of the value chain enable you to outperform competitors?
• How can we leverage economies of scale and superior expertise and capabilities?
• How can we take advantage of the potential in mature industries with highly vertically integrated companies?

Examples

Amazon Web Services

As a building block of the Amazon web store, the successful cloud computing platform was extracted to be sold separately.

Intel

With its entire focus on semiconductor chips, it is a market leading supplier for phone and computer manufacturers.

TRUSTe

TRUSTe operates a privacy seal program to certify customers’ websites and increase their credibility in the public eye. It also offers related services in the fields of reputation management, supplier rating, and representation in data privacy disputes. Its services are used by successful companies such as Facebook, Microsoft, Apple, IBM, and eBay.

Dennemeyer

Providing complete coverage within the domain of intellectual property (IP) management and protection, Dennemeyer’s services include legal advice, software solutions, consulting services, and portfolio management. Major companies often outsource these related services entirely to Dennemeyer. It serves thousands of customers worldwide from all industries.

PayPal

An exceptionally successful Layer Player that focuses on online payment and offers various services in this domain. Its services are widely used in e-commerce and a variety of industries. It is estimated that half of eBay’s revenues are generated through PayPal.

https://learningloop.io/

Mission and Goals as a Part of Strategic Marketing

 

Alexey Cherkasov

As promised, following The Concept and Essence of Strategic Marketing, today I’m gonna describe the first step of the strategic marketing – the mission and the goals.

The mission of the company is usually described as the public purpose of the organization. The mission, in the first place, is the answer to the question of what the company’s activities are and what it plans to do.

The formation of the mission lays the main content and activities and allows you to position the company giving it its own distinctive features. The mission is the path of development of the enterprise.

When defining the company’s mission, it is necessary to answer several important questions:

• What needs will be addressed by the company’s activities?
• What technologies will be used in the company?
• Who will become a consumer of the company’s products or services?
• What is the quality level of the products/services to be produced?
• What price category they will belong to?
• What are the company’s core values?

Ask yourself several questions

Answering all the questions above you should come to an understanding of your company’s mission. Formation of the mission is one of the most difficult tasks for any business in any industry. In the course of solving the problem, it is worth considering the influence of the following five factors:

• company history
• the vision of business owners
• market environment
• existing and potential company resources
• the ability of key persons of the company to conduct business

The mission should be as close as possible to the market on which the company is located, and be based only on what the company can do in the best possible way. The mission must be realistic and absolutely accurately take into account the wishes of those who determine the future of the company.

As a rule, missions have three main characteristics:

• defining a limited number of targets;
• determination of the main directions of development of the company;
• definition of the field of competition

Usually, the company develops the mission when it enters the market. However, many companies form their missions having worked on the market for more than five or even ten years.

After you formed the mission, you have to determine the goals of the company.

The goals of the company are the short-term and long-term results that the management of the organization wants to achieve. Setting clear and unambiguous goals contributes to the development of an effective company strategy, and also allows you to break down the organization’s mission into certain steps and actions.

Break down your mission into goals

Goals are the management commitments to achieve specific results within a given time frame. They are usually formed by decomposing a mission into its component goals.

There are disputes about what a mission is, and what the goals of the company are. The main differences are as follows:

• The mission is not limited by time. Goals always have clear time limits.
• The mission aims at the external environment for the organization. Goals often relate to the internal environment of the company. They are expressed in the use of the resources available to the organization to achieve the targets.
• The mission is relative. Goals are determined based on their reachability.
• Mission and goals can be measurable, but in the case of a mission, measurability is only qualitative, and the goals, on the contrary, are quantitative

When developing the mission and goals of the organization in most cases, the following two approaches are used:

• study and analysis of internal regulatory documents
• interviewing the management of the company

You can use both approaches at once since they make it possible to form a full-fledged mission and a tree of goals.

Right after you complete your mission and goals, you have to go to the next step of strategic marketing

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