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February 6, 2008
Tactics v. Strategy
It is interesting to observe the evolution in marketing with the proliferation of Web tools. Perhaps a reflection of the market's penchant for sound bites and "snack culture"-style information, there is a not-unexpected obsession with tactics right now. I am amused as companies like HP, Kodak and Xerox pitch their printing customers about Web portals, Personal URLs, VDP campaigns, etc. And while everyone talks about "integrated campaigns", precious few agencies, consultants and customers are really executing on the word "integrated." Single function companies in the e-mail, personal URL or Web portal space all focus on their single capability...pitching them relentlessly to prospects desperate to find a magic bullet for their marketing programs.
My advice to everyone...don't obsess over tools. Perhaps more than ever in the marketing business, strategy matters. It is really easy to spend (waste?) a lot of money on pieces of marketing. However, the battle for customer mindshare is much more cerebral today. It takes time and effort to really sift through goals and objectives, a target market profile, then match those with the tools and creative programs to create real success.
While markets are evolving faster than ever, some principles of advertising have not changed...Think First. Act Second.
Posted by jcioban at February 6, 2008 10:06 AM
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