Thanks for joining us on today’s episode where we discuss the advantages of using a good, old-fashioned SWOT analysis when developing a business or marketing strategy.
We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Many people regard the SWOT (Strengths, Weaknesses, Opportunities, Threats) as an old school business planning tool that doesn’t have much relevance today. This could not be further from the truth. In the digital world, with so much data at our fingertips, we have the ability to take a SWOT analysis so much further than ever before, which helps us to create and refine a more powerful digital marketing strategy.
SWOT and your UVP
In doing your SWOT analysis, with a particular focus on your strengths and opportunities, you get a chance to define your unique value proposition (UVP) more clearly. Your UVP, in turn, will inform your marketing strategy, from the specifics of your target market to your language and web design.
SWOT and competitive analysis
One of the services we offer is a complete competitive analysis. Competitive analysis relates specifically to the opportunities and threats part of the SWOT analysis. It enables us to take a look at where you stand in terms of your online presence compared to your main competitors. With all the data at our disposal, we can get an extremely accurate picture of what opportunities and threats you currently face in your online competitiveness, which helps us work out what tactics we should focus on as we develop a plan to build your digital marketing strategy.
As outdated as it may seem, a SWOT analysis is a tried-and-tested planning tool that can still be applied to many areas of your business, and one that is always beneficial when starting on a digital marketing plan.
-
Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
-
Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
