Why do you think talking about "strategy" turns people off?
I suspect that for many, the word "strategy" feels synonymous with the worst aspects of management consultancy - expensive, generic, and often useless twaddle.
No wonder the mere mention of it can be a turnoff.
But here's the thing: dismissing strategy as useless filth can lead to costly - and sometimes fatal - missteps.
Good strategy is a compass. An inspiring guide. An adequately resourced vehicle that delivers success.
Bad strategy is, well, the opposite of all that.
We need a strategy in marketing - especially in digital marketing. Too often, we don't have one.
As a digital marketer, I’ve often struggled with limited resources. I’ve yet to meet a digital marketer who hasn’t. This resource scarcity is often the result of an unclear digital marketing strategy - one that lacks buy-in from stakeholders across the business.
That's why it's up to those leading digital marketing efforts to ensure strategy isn’t seen as a dirty word.
Instead, it should be actively discussed, thoughtfully developed, and diligently executed. A good strategy clears the path ahead and ensures the journey is well-provisioned.
Why does this matter? Because strategy is what keeps us on course when things go wrong - when digital marketing campaigns fall flat, when results don’t materialise, and when the road gets rough.
If you’re a digital marketer operating without a strategy, now is the time to change that.
And if you find others dismissing your efforts or you notice gaps in your organisation’s business approach, don’t give up. Take a deep breath, do the work, and craft a plan of your own.
We can only control what we are responsible for, so make sure you know where you’re going before you set off.
