Newsflash: Strategy is Still Important


Lately I've been overhearing a lot of conversations about marketing that sound more like FIRE! than Ready. Aim. Fire! I know budgets are tight and some marketers are feeling a bit desperate. But please, do yourself a favor and remember the strategy behind the tactics with which you so enthusiastically charge forward.

If you haven't for a while, I highly recommend that you revisit your macro strategy at some level. Ask yourself some questions such as the following:

  • Who are we?
  • What do we stand for?
  • What do we do?
  • Who are the clients, where are they and what do they care about?
  • Who is the competition and what are they saying these days?
  • What's our key relevant difference?
  • What would we like to be different about our business in the next year?

This doesn't need to take days or even hours and be all fancy schmancy. Just do it. And write down the answers, for goodness sake. It's a darned good idea to do this on a regular basis. Think quarterly.

Then consider your micro strategy. What tactics will connect with your prospects and clients in a way that they will give a hoot about you? How will you know when you're achieving some measure of success? Is there some easy channel that you're taking for granted that needs a tune up? How can you integrate your message and visuals across all of your touch-points?

Now, go ahead and get all excited about that variable data campaign or that social media blitz. If it fits your strategy.


  1. 1

    Amen! I think much of the issue isn't with marketers, though… it's with their bosses. Unless a newsletter, a press release, a blog post or even a tweet is going out, too many bosses think that marketing isn't doing their job. If more CEOs asked strategic questions of their marketing department and slowed the batch and blast techniques, they could actually grow their business.

  2. 2

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