The term strategy is used by many in the marketing and advertising profession, but I’m not always sure they are using it “strategically”. The definition of the word varies depending on the subject matter. The definition most relevant to our industry is, “a careful plan or method; or the art of devising or employing plans toward a goal.” So, what does a careful plan or method mean in the world of marketing and advertising? We need to have a process to develop strategy. Why? Because, without a process to help set the direction of the work, we may never find a meaningful strategy. We potentially have trial and error (and no one wants to pay for that). Without a strategic approach, we have nothing to use as the road map for the work, nothing to use as a guide for the execution and—at the top of every marketer’s minds—nothing against which to measure success.
Strategic marketing answers many questions, but most importantly, it should be a way to develop a marketing plan that is: Relevant to the target audience, credible, a way to differentiate the client from their competition, and that has a sustainable message (can the client deliver on the message day in and day out). Does your marketing strategy do all that? Be hard on yourselves. Share it. Double and triple check it. Get the team’s and the client’s buy-in. Then you can be confident you are on the right track to building your brand and sales.
– Amy Jones, Director – Client Service @ Creative Dimensions
