What Is Marketing Strategy? It May Not Be What You Thought It Was.

marketing startegy

Everyone knows the importance of marketing their business. And so they try to come up with a “Marketing Strategy” to do so.

But the big question is, what is marketing strategy?

Marketing consultant, Kimberly Palmer, gives a detailed breakdown of what a marketing strategy is, and what it isn’t.


What is marketing strategy? And more importantly – what ISN’T marketing strategy?

The most common error is that people use “strategy” when they mean “tactics” or “campaign”. Many also seem to think a strategy needs to be hugely complex, or delivered in a language that’s so hard to comprehend it would make the management consultants on House of Lies look plainspoken. And marketing textbooks tend to give long definitions that can leave you scratching your head.

So here’s my ‘line in the sand’ on marketing strategy:

Good marketing strategy – What it is:

– A clear direction for how you’ll be working to achieve your objectives
– Something that ultimately can be summarized to a page (or better still, a paragraph)
– A brave or bold choice that you need to stick with for AT LEAST a year
– Something that all your tactical marketing activities must tie back to
– Articulates what’s special or different about your business (or how you’re going to become special or different)

Good marketing strategy – What it isn’t:

– A goal (your strategy is how imagine you’ll reach your goal)
– A bunch of tactical activities on a calendar. You need these too, but that’s a marketing action plan, not a strategy.
– A lot of big and waffly words
– Only about the size of your budget
– Something you can ask someone to define for you, or make a firm recommendation about, after a brief meeting!



There you have it. Marketing strategy defined. Do you agree or disagree with this definition? Share your thoughts in the comments section.

See you tomorrow for our post about women on More Than Rubies.





Tank driving, cheeky amazon from Warri Kingdom. Copywriter by day, blogger by night, foodie round the clock.

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2 Responses

  1. Sush says:

    Dont think i fully agree as the plans, budget and all make up the strategy too. let’s for get all the big words its like the arms, legs, head, they all make up the functionality of the human body,in isolation they cant work. that is strategy.

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