Strategy

Rethink your marketing strategy with our behaviour-driven and insight led approach.

“Tactics without strategy is the slowest route to defeat.” This is a philosophy that Curated live and deliver by. The biggest mistake we see with our brand partners is an advertising first approach. Marketing strategy never ends and you need to adapt to a fast moving and volatile environment.

This is fundamental to Curated's belief systems and we ensure we anchor all our work in the context of the target customer, brand positioning and the environment we are dealing with.

Are you ready to realign your strategy direction and focus?

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How do Curated do Marketing Strategy?

Our strategies are fundamentally driven by customer attitudes, motivations and behaviours of consumers and buyers and how this alters based on macro environmental changes. A thorough understanding of these market dynamics allows us to observe opportunities, navigate threats and take advantage of gaps within markets.

Why Strategy?

The best products and services can be let down by a lack of marketing strategy diligence and protocol. A mis-aligned market fit or misaligned positioning can be the difference between winning and losing within highly competitive and volatile markets. Thus making marketing strategy fundamental to any successful journey.

Our strategic marketing process

First, we conduct an analysis of your business landscape to identify strategic opportunities. Our approach may include, but is not limited to:

Market Analysis

As a starting point we laser focus into your market through our bespoke Market Analysis process. This consists of a three phase approach, encompassing competitor analysis, trend analysis and search analysis, providing us with all the context that we need to create distinctive market positioning.

Assurance

Assurance is Curated’s proprietary real-time data and insights tool delivered to you on a fortnightly or monthly basis with commentary, analysis and narrative, directly from our team of strategists.

We understand the value exchange between brands and agencies has now changed. Saturation, commoditisation and in-housing are all themes that are disrupting the traditional ways of working. It is time to re-think the retainer. Have you experienced retainer fatigue? Every month is the same, delivering slow and meandering progress.

Assurance is here to derail that.Assurance can work in a couple of ways. It can be set up based on the strategy agreed from our Digital Persona, CX and Gap Analysis, enriching customer or market understanding. Otherwise, you can jump straight into our assurance process, monitoring pre-agreed themes that are important to your business, with stand out topics triggering more intense research.

Our process is simple and consists of four phases:
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‍Observe - What is happening? Using our search, social and trend tools to monitor market dynamics and changes‍

Orient - Ensure the business is aware. Highlighting key topics and making the brand aware of proposed course of action‍

Decide - Determine the best course of action. Working with the client to decide on whether a response needs to be delayed, delivered or research intensified‍

Act - Deliver a response to the situation. Regularly identify what course of action to take from each piece of insight.

Persona Development and Enrichment

You can not successfully create a marketing strategy without understanding your target customers. We utilise existing profiling or develop new customer profiles based on need, using first, second and third party data points, mapping target customers across a number of criteria to better target customers based on attitudes, motivations and behaviours.

Primary Research

We can also go one step further with our primary research offering. Whether you need to understand cultural triggers, customer behaviour or brand sentiment, deploy both quantitative and qualitative research to hypothesise, understand and enrich our knowledge on markets, customers and brands.

Behaviour & CX

CX is the process of driving incremental growth through consistent optimisation and iteration of content and channel activity, based on context, data and behaviour.

In today’s fast-evolving marketplace, it’s imperative that brands not only meet but surpass customer expectations at every interaction, adapting to behavioural change.
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We have developed a 6-part steering tool to audit, assess and improve these key areas of your business in the eyes of your customer: Speed, Trust, Personalisation, Content, User Experience and Conversion.

In a digital era where customers have limitless options, a behaviour-led CX approach ensures that your brand will stay relevant, continue to resonate and put your customer at the front of what you do.

Strategic Marketing Blueprint

All strategy is only as good as the framing around it. Whether you need a one off roadmap to drive future growth or you need us to create a plan for longer-term growth, all of our recommendations are packaged into a strategic blueprint that becomes the compass for all future decision making. As with all good strategy, the blueprint can be revisited and adapted over time to cater for changes in culture and behaviour.

"Working with Curated has been transformative for us. Their strategic insight and approach have been invaluable in elevating our digital marketing. Curated’s team didn’t just execute; they provided a clear roadmap, ensuring every action aligned with our long-term goals.

From optimising landing pages to refining our overall content strategy, Curated’s behaviourally driven, insight-led methodology has significantly boosted our ROAS, new customer acquisition, and overall engagement.

They’re more than a service provider—they’re a strategic partner who understands the nuances of our market and drives measurable outcomes. Collaborating with them has truly elevated our approach to digital marketing."

Jon Weaving — Digital Marketing Manager

✦

USN, UK

Our proven channel strategy delivers tangible results to support your business goals

Alma Lasers

Elevating Alma Lasers' brand presence through data-driven marketing

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Become

Increasing revenue while reducing media spend with Become

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Smiles and Smiles

Using our proven process to charter a path of sustainable growth for Smiles and Smiles

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Specsavers

How we doubled organic appointment bookings with Specsavers UK

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Specsavers Covid-19

How our assurance framework helped support Specsavers' customers through COVID-19

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Sweatband

How we used content, community and commerce to drive digital strategy for Sweatband

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Frequently Asked Questions

We’ve developed an in-depth strategy process by aligning your marketing with real customer needs. Take a look below to get a better understanding:

What is marketing strategy?

To put it simply, a good marketing strategy focuses on targeting a minimum viable audience with resonant and relevant and consistent communication across multiple media channels to achieve commercial goals, whilst adapting to environmental and audience behavioural changes.

What does a strategic marketing agency do?

A strategic marketing agency dives deep into understanding your business and its unique goals. Unlike traditional agencies, a strategic partner offers more than just a roadmap; they work alongside you to uncover new opportunities, challenge assumptions, and maximise the potential within your existing resources—both financial and human. Through collaboration and insight, they help you see the bigger picture, providing a thoughtful, sustainable approach to growth that aligns with your vision and delivers measurable results.

Are Curated marketing strategy consultants?

Yes. Curated pride themselves on their employees, consultants and partners always sticking to strategic principles. Not just thinking on short term successes but on creating longer term legacies.

How can strategy help my brand?

Ever feel like you’re chasing short-term wins at the expense of your brand’s bigger picture? Strategy changes the game. It’s not just about boosting today’s ROAS; it’s about nurturing brand health, loyalty, and growth over time. A solid marketing strategy weaves through every stage of the customer lifecycle, building brand equity and setting you up for sustained success. Think of it as the difference between sprinting and marathon training—you’ll be equipped not just for the next mile, but for the long haul.

Can Curated help my e-commerce business with their strategy?

Of course. We have a deep rooted understanding of this space and we are in constant conversation with senior leaders within the e-commerce industry. We understand the trends, the pitfalls and the opportunities within e-commerce and can navigate these through our unparalleled understanding of the nuances in motivations, attitudes and behaviours of customers within the e-commerce space.

What makes Curated’s strategic process different?

We aren’t different for difference sakes. We are different because we understand it is what marketing leaders want and need. Our marketing strategy process is routed in traditions that have worked for years, but our ability to adapt quickly to market changes, hypothesise, test and learn immerses ourself within your marketing team. At the end of the day, strategy never sleeps and we will not allow progress to drift or fatigue to set in.