Strategy Critical to Long Term Marketing Success

Published: January 15th, 2016 Category: Marketing Planning

It is very easy to get caught up in the web of tactical initiatives when marketing a company. However, in order to be effective and receive the most impact from your marketing budget, strategy development must take top priority. Developing a strategic plan for your marketing initiatives, and systematically reviewing that plan allows you to respond quickly to the constant ebb and flow of your business.

According to a recent survey conducted by Adobe B2B Digital Trends, when asked about the building blocks of customer experience, B2B respondents overwhelmingly identify strategy as the most important. They understand that without a long-term view that is shared by executive leadership true change is difficult and slow to achieve.

They also identified that if an organization’s culture does not embrace changing priorities of their market any changes will be only temporary.

Q: Please rank the importance of these areas as building blocks for building a brilliant customer experience.

618 Respondents
Adobe B2B Digital Trends 2015

Without a long-term strategy in place it becomes impossible to develop and track goals and benchmarks that drive success. In order to fully understand what changes have the most impact you need to have a clear goal and in order to make those goals you must have strategy in place. Without these things, you’re unable to evolve to correct your course. A strategy does not have to, and should not be a concrete entity. It should be fluid and always changing with your company, your views, your goals, and the marketplace.

Without support, a plan has little chance to endure long term. A company’s plan must run parallel with the culture of the company, both executives and employees, and the marketplace, in order for it to be successful. As the Adobe study shows us, technology, skills, and data, also have an impact on the ability to change, but strategy and support are the clear deciding factors in a company’s ability to develop and execute a successful marketing initiative.