Marketing agencies and professionals have been procured by companies for decades to help develop and create marketing strategy. That strategy must fit in with the overall commercial picture of the business, be in line with business objectives and ultimately impact the bottom line. Simple, right? Alas, in the digital marketing world there can be a tendency of being tactically driven rather than strategy focused. It is our duty as digital marketing professionals to make considered choices to cultivate and refine a strategy that creates a win for our clients.
In this article we unpack and explore this issue by:
- Deciphering the difference between strategy and tactics
- Why a ‘tip–and–tools’ approach to digital marketing doesn’t work
- Highlighting the role that the emergence of new marketing channels play
- Why understanding the role of marketing within the overall commercial plan and the subsequent role of digital marketing in that plan is the key to success
Read, Strategic tactics not tactical “strategy” first published by Gareth Dunlop 10.01.2014