Why Strategic Marketing
is Most Important
Business Coaches and Strategists sit at the top of the command chain. They
determine overall needs to be achieved and then implement through advanced
tactics, which makes growth happen through their advanced ideas and 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 anyone else. In principle it’s that simple,
but it means a lot more than getting creative with just a Tactical Marketing mix.
Armed with a thorough understanding of the firm’s capabilities and aspirations,
the customer market and 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 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 market and audience. And it’s very effective.
Strategic Marketing is concerned with defining what the business needs
to ‘be and become’ to consistently beat the competitors. They do this 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 once again, that is the focus of Strategic Marketing.
Check out our 7 “Profit Leaks” Videos !
(Each title is a clickable link to that video page)