Teams often confuse activity with strategy. Posting more, testing more, launching more: none of it adds up to a plan on its own.
A real strategy answers three questions before any channel is picked:
• who exactly are we for, and just as importantly, who are we not for
• what single promise makes us the obvious choice over alternatives
• where does that audience already spend its attention
• what are we willing to give up to win there
Strategy is subtraction. It is the deliberate decision about what you will not do, not a wish list of everything you could.
Tactics change with the season. The underlying choice about audience and promise should be far more stable, or every campaign quietly starts from zero and you never compound anything.
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Marketing strategy is a set of choices, not a list of tactics you run
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