Why Strategic Marketing is Most Important
Strategists sit at the top of the command chain. They determine overall what needs to be
achieved and then direct teams, who have to make it happen through a series of actions.
Tactics are used in action; they are in the thick of it. They don’t make “big” decisions, which
take time and knowledge of the bigger picture. They continually survey what’s happening
and adapt what is done according to the immediate situation. Strategy is about thinking
and planning, tactics are about taking action to make the plan happen.
Strategy Comes First
Strategic Marketing is the way a business effectively differentiates itself from its competitors
by capitalizing on its strengths (both current and potential) to provide consistently better value
to customers than its competitors. In principle it’s that simple, but it means a lot more than
getting creative with the marketing mix.
Armed with a thorough understanding of the firm’s capabilities and aspirations, the customer
market and the competitive landscape, the Goal of Strategic Marketing (and the job of the
strategic message) is to maximize a firm’s positive differentiation over competitors in the eyes
of its target market. It does this by answering 3 key questions;
where, how and when should the business compete.
In understanding this, it’s no surprise that a Strategic Marketing Plan will often lay a
framework for fundamental change in the way a firm works and how it engages its
markets and its audience.
Strategic Marketing is concerned with defining what the business needs
to ‘be and become’ to consistently beat the competitors by delivering
consistently better value or a better message.
The Role of Strategic Marketing is to decide:
where to compete, how to compete, and when to compete
It’s only when these three questions have been answered
can the Tactical Marketing planning begin. And again, that
is the focus of our BLOG Website, not this one.
Check out our 7 “Profit Leaks” Videos connected to this tab!
(Each title is a clickable link to that video page)