If you are an academic or a marketing professional , you must probably be curious when you see the term “Strategic
Marketing”. After all, is it really necessary to talk about it? Is marketing, by definition, no longer strategic?
That’s true, but the apparent pleonasm does not occur by chance . As you well know, Marketing is a very broad
concept and the ramifications of the word were created to clarify its principles, functions, tools and, in
this specific case, its dimensions.
In fact, Strategic Marketing describes the true essence of the area, but only when we define all the phases of the process
can we perceive its importance, either as a concept or as an application.
In this post, we have answered all your questions on the subject and we have also given you some tips to put this
concept into practice. Let’s learn more about the topic!
How to define Strategic Marketing?
In the past, marketing was predominantly malaysia telegram data viewed as a communication accessory.
However, this concept has been completely reformulated in recent decades by scholars in the area, especially Philip
Kotler , and by the modernization of the actions adopted by companies in recent years.
Strictly speaking, modern marketing can be understood as a large process that covers the entire journey of a brand,
a product or a service. In other words, we think of marketing from research, discussion and business design to the
relationship with the public, sales and loyalty .
This means that Marketing and Business Administration are two disciplines that have never been so close and,
therefore, their terms are often confused.
Strategic Marketing, for example, like Tactical Marketing and Operational Marketing, are excellent examples of this “marriage”. Let’s look at it below.
Strategic Marketing
When we talk about Strategic Marketing, we your server in a data center (colocation unit rental) are thinking about the
medium and long term.
The decisions made here will be the basis of all your actions for a long period of time , which does not
mean that your strategy cannot be corrected or updated when necessary.
The definitions established must revolve around the main purpose of the business and it is essential that the selected
actions, as well as the objectives and deadlines, are based on research and consultation with experts.
It will be necessary to define the steps and their respective expected results, determine the resources that will be
assigned to these activities, the teams and companies responsible, and the alternatives to deal with possible failures or budget cuts.
Tactical Marketing
Tactical Marketing is a branch of Strategic anhui mobile phone number list Marketing in which the general guidelines
defined above will be detailed and properly organized into sectors.
In this phase, Marketing will be divided into different teams such as research, Internet Marketing ,
monitoring, advertising , press, among others.
Of course, we can create a strategic plan within each of these areas. A Content Marketing strategy , for example,
depends on development, automation, writing, and design teams, among others.
The scope of the roots of Marketing and its ramifications will depend on the needs of each business, the methodologies
adopted and the companies hired. Once the tactical phase of the process is clear, we must think about the operation.
Operational Marketing
In a very simplified way, we can think of Operational Marketing as the day-to-day strategy.
Finally, we come to the extremities of the processes, that is, the “minor” tasks that must be performed to keep the plan alive and toward the final objectives.
Keep in mind that Operational Marketing focuses on short-term results and that is its main characteristic.
However, when integrated into a larger Strategic Marketing process, these short-term operations will contribute, in the background, to the previously defined larger goal.
On the other hand, when we work on Operational Marketing in a “disaggregated” way, which is very common in companies that simply replicate the actions of their competitors, communication is generally not very efficient, the relationship created with the public is not solid and unnecessary expenses are very frequent.
How to think about Marketing strategically?
When businesses and professionals are too operational, it can feel like tasks are executed quickly.
However, the absence of long-term planning can lead to business stagnation and subsequent slowdown.
It is also important to clarify that having a marketing strategy does not necessarily mean being strategic. Adopting a marketing plan is key, but strategic thinking is a prerequisite.
After all, it’s all about differentiation and finding something that your company has that no one else can offer. However, to get there, we need to overcome some of the market hurdles that consistently prevent companies from innovating .
Escape the herd effect
In psychology, the herd effect describes situations in which a group of individuals behave similarly due to pressure from others, even when their actions are clearly irrational.
A very similar phenomenon occurs in the market when several companies, perhaps most of them, adopt the same marketing and sales strategies .
Studying the competition and new trends is essential to base your actions, but you will never stand out if you act as an imitator of the activities developed by others.
This does not mean that recycling ideas is a mistake.
Instead, we need to look outward and find out what works and what doesn’t, but being strategic is thinking about these ideas in a different way , reshaping them in an unprecedented format, while trying to bring something never seen before that, perhaps, can be copied.