The eternal debate in marketing: Strategy before tactics vs. Tactics to develop strategy.
So many companies have become comfortable reacting to industry trends and competitors with tactics, that they end up with wasted effort, poor performance and plenty of frustration. This is especially true in the world of social media marketing as companies roll out social media tactics only to be left wondering in 6 months what the ROI is.
Answering Why, for Who and with What tactics is essential for any marketing initiative. A confident and clear sense of purpose is highly motivating and inspires more meaningful and effective marketing.