Strategic Marketing is the way a business effectively differentiates itself from its competitors by capitalizing on its strengths (both current and potential) to provide consistently better value to customers than anyone else. In principle it’s that simple, but it means a lot more than getting creative with just a Tactical Marketing mix (in which 95% of all Business Owners do).
Armed with a thorough understanding of the firm’s capabilities and aspirations, the customer market and competitive landscape, the Goal of Strategic Marketing (and the job of the Strategic Marketing message) is to maximize a firm’s positive differentiation over competitors in the eyes of its target market. It does this by deploying Strategy first, then for the implementation, choose the appropriate tactics to bring the strategies to life.
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