Focus on Marketing Strategy, Not Just Tactics

Far too often, agencies and companies alike unwittingly focus on tactics, rather than strategy, in their marketing and communications activities.

We see it often, as companies are shrinking and combining sales and marketing departments. Merged departments means fewer people with more to do. Often, the same people are involved in management, in direct sales, in product development, in marketing and in communications.

It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have a clear marketing road map, you'll likely be going in circles, wasting time and money, and falling short of business and sales goals.

Understand your brand

Before we look at how you can develop your strategy, we need to understand how that strategy relates to your company's brand. The brand is the primary driver behind your marketing efforts.

The term "branding" is one that is used frequently, and is perhaps almost as frequently misused.

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Kenneth G. Lauerer and William R. Markin are partners of The Lauerer Markin Group, an integrative marketing communications firm, based in Maumee, Ohio. Contact LMG via kenl@lmgnet.com.