Thinking / Strategies, Tactics and Metrics... Oh My!

Strategies, Tactics and Metrics... Oh My!

One of the most common mistakes digital marketers make is falling in love with tactics before having a clearly defined strategy. Anyone who has ever sat around a table brainstorming marketing ideas knows the drill:

“We need a Twitter feed.”
“And a mobile app.”
“Let’s use QR codes.”
“A Facebook Page.”
“And some YouTube videos.”

Or whatever the technology flavor of the month might be.

Not that there’s anything wrong with these individual tactics, but without a clear idea of who you’re talking to, what you’re trying to achieve, and how you intend to measure success, you could easily be headed down the wrong yellow brick road.

Digital tactics are seductive. Entry costs are low, and technology makes them quick and easily accessible. But to maximize your marketing effort, resist the “me too” temptation of technology for technology’s sake and start with some thoughtful strategic planning.

  • Identify your primary audience
  • Determine program goals
  • Develop strategic approach
  • THEN choose tactics that support the strategy
  • Determine metrics for success
  • Examine results and adjust as needed

Thanks to technology, we have more ways to connect marketers with their audiences than ever before, and when used properly, they can be surprisingly effective. But if tactics are not aligned to a well-conceived strategy, you may be wasting resources or even adding unnecessary noise to your marketing effort. And that would be a horse of a different color.