“Great things are not done by impulse, but by a series of small things brought together.” Vincent Van Gogh

Effective marketing takes place in stages. Businesses miss the mark when they dive directly into marketing tactics without following the process.

The marketing process involves four main steps:

  1. Discovery
  2. Strategy
  3. Implementation
  4. Measurement

Following these steps in order is crucial to the success of your marketing efforts.


This step involves understanding the marketplace as well as the social, political, and economic atmosphere around you. This is where you’ll need adequate research and analysis to understand what is going on in the world and why your product or service is needed.

During the discovery phase, you will also define your brand. What sets you apart from others? Why did you choose the product or service you’re offering? What benefit does your product or service bring to the world? How can you make a difference? You must become the expert on your product, service, and brand.

Using methods such as a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis will help you explore the bigger picture and fully understand your brand as you prepare your marketing strategy.


After your discovery phase, it’s time to map out your marketing strategy. This step involves determining your target audience and niche market as well as your marketing methods and channels.

Understanding your niche is essential as it helps to identify the target audience’s needs. This also helps in finding the right way of communicating with and reaching the target audience to increase engagement.


Once you’ve mapped out your strategy and know who your target audience is, it’s time to put the plan into action! Content creation, relationship building, and reputation management are ongoing during your implementation phase.


While this step is often skipped, it’s one of the most important parts of the process. Austrian-born American management consultant, educator, and author Peter Drucker said it best: “You can’t manage what you don’t measure.”

Measurement and evaluation help you determine your return on investment. This analysis is needed to evaluate if your marketing efforts are working or if pivoting is needed. A brand must stay proactive in adapting to its consumers’ needs and the ever changing landscape to stay relevant in a world that is constantly evolving.

inMMGroup can guide and support you through each step of the marketing process. Let’s Start A Conversation!