Why Bother With A Marketing Strategy?

However, you have been so successful so far that you have never devised a marketing strategy because you know your business and your customers.

You are an experienced, experienced and qualified executive (or MBA). If you don't have a problem, you don't need a strategy and you don't have to change anything.

But when newbies eat their lunch, when your previously engaged audience takes a wrong turn, when your growth numbers don't match your dashboard forecasts, or when you see new tools on the way. And you don't know how your business will fare, let's face it: you have a problem.

So what is a strategy and what isn't in the marketing context?

"Most strategic plans are just budgets with many interpretations," says ingenious strategist Roger Martin of Harvard Business Review .

What a policy is is a clearly defined set of options that define:

• who are we talking to
• How do we talk to them
• Where we talk to them, for example
• What are we talking to them about?

These decisions are framed within a set of predetermined objectives. A less straightforward approach, if we provide a series of "whys":

• Why this group of people?
• Why does she care what we have to say?
• Why are they struggling, struggling, or feeling inspired and how can we help solve them, improve them, or achieve their goals?
• Why did you choose us and not our competitors?

Key was the verdict, based on hours (and more) of research, which read, "We do and don't do this because it gives us the best chance of getting where we're going."

Restrictions are where the magic happens. Yes, the strategy is limited. It keeps you engaged with theoretical, conceptual, and possibly uncomfortable notes, ideas, and recommendations. This limits where you play and how you participate. Or at least it would be if it had any use. And that's where it gets complicated sometimes.

The most heartbreaking moment for marketers is when a carefully crafted strategy, detailing the key ideas that lead to a created solution, is destroyed by a panicked customer reacting to competitors, market changes, or spontaneous viral content. and angry: "We are always all for all!"

At times like this, there is a clear, steady path to a goal that explodes in all directions when the brand itself is rambling, disjointed, reactive, and barely sane.

Our choices limit us, forever. strategy requires commitment; They need to connect and remember how the boundaries we set serve the goals we set for them.

However, a good strategy does not limit quick reactions. backward. This gives the brand a clear landing light that emphasizes:

• who is this
• For those who "live", for example
• what did he say.

Barriers allow brands to respond quickly and authentically when challenges or opportunities arise. The block also gives brands a clear indication of when to put something aside and reminds them that not everything applies to everyone.

In the immortal words of Iggy Pop, "What you don't do really matters." While I'm still trying to figure out what Bob means, I think it has a lot to do with knowing who you are and why you do that they are, and having clear and concise definitions of your winning terms.

One strategy is to take this victory condition by the skin and place it in the middle of the table. Everything else on the table is up for grabs.

If he doesn't succeed, he leaves. So obviously limited, that's the whole point. Strategy describes the sacrifices necessary to ensure victory. So why bother, especially considering the price? It all depends on your commitment to winning marketing.

Visit www.clockworkmedia.co.za for more information. You can also follow Clockwork on Facebook, Twitter or Instagram.

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