Posted by & filed under Digital marketing, digital pr, marketing, online pr.

New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don’t need as much approval and support to launch them.

As a result, marketers are like kids at Rita’s candy shoppe, gazing at all the pretty opportunities.

Most of us are afraid of strategy, because we don’t feel confident outlining one unless we’re sure it’s going to work. And the ‘work’ part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, “I’m going to post this.” If we post it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.)

“Building a permission asset so we can grow our influence with our best customers over time” is a strategy. Using email, twitter or RSS along with newsletters, contests and a human voice are all tactics. In my experience, people get obsessed about tactical detail before they embrace a strategy… and as a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place.

The next time you find yourself spending 8 hours on tactics and five minutes refining your strategy, you’ll understand what’s going on.

Technorati LinksSave to del.icio.us (99 saves, tagged: strategy marketing sethgodin)Digg This! (15 Diggs, 8 comments)Email thisStumble It! (4 Reviews)Subscribe to this feedShare on FacebookTwit This!

So true.

Posted via web from Andrew’s posterous

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.