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 implement, which is making growth happen through 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 Tactical 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)