“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu Energized Forever: Strategy & Tactics. (n.d.)
A marketing strategy is the overall approach you are taking to meet an organization’s goals. Goals should be set prior to solidifying a strategy. A online strategy could include pieces like: increasing e-newsletter subscriptions, increasing podcast downloads, or increasing Facebook page fans. Once a marketing strategy is set, one should investigate the various tactics available for use.
I agree that it is incredibly important to have a consistent method for developing a marketing campaign, no matter the size or scope of the project. Having a method which is understood by your entire team, enables cohesion between the team members and lays a solid foundation for creativity. Using a well supported and streamlined methodology also facilitates communication with clients and establishes clear responsibilities for members of your team.
One should consider many elements before deciding which campaign elements to move with first. For instance, if your team is quite adept at creating top shelf video content, you may lean towards taking advantage of those skills to create capture and promote solutions to your customers problems. However, it would be important to factor in production times, as well as budget constraints before committing to these elements as mainstay.
Existing assets would also play a role. If your client already has a website with usable navigation and reasonably current technology, perhaps you would start by simply creating a place for fresh content on the existing website and using that as a centerpiece for thought leadership efforts.
In order to determine the importance of various media channels, one should develop “buyer personas”, according to the method laid out in “The New Rules of Marketing & PR” by David Meerman Scott. These elements would help to determine which channels will effectively deliver our content. Additionally, the buyer personas will help us identify the future problems of our target customers, so we can better inform them and become a reliable and trusted resource.
Energized Forever: Strategy & Tactics. (n.d.). Energized Forever. Retrieved February 21, 2012, from http://fabpoli.blogspot.com/2011/10/strategy-tactics.html
- Social Tactics Vs. Strategies (relationship-economy.com)
- What Is An Internet Marketing Strategy? (examiner.com)