I always believe that marketing is an integral part of any business whether it’s a modest start up or giant multinational, an effective marketing strategy always play a crucial role to lay down the road map for entire business.

1. Without strategy, Marketing is noise before failure
I always believe that marketing is an integral part of any business
whether it’s a modest start up or giant multinational, an effective marketing strategy
always play a crucial role to lay down the road map for entire business.
It is crucial to understand that marketing strategy is far more important than marketing
tactics especially for smaller business/start-ups.
An effective strategy and supportive tactics should must go hand in hand in order to
achieve momentum by any business, but as I said strategy is more important, it should
be at place before any tactics comes in picture. I would like to borrow a comprehended
line which I had read somewhere.
“Strategy without tactics is-you will be last in queue, tactics without strategy-
noise before failure”
The question arises, when it comes to make marketing planning, why strategy gets a lip
service? It wouldn’t be strange to mention that most of people misunderstood what
marketing strategy really is.
“So let me start from the point what it is not. Strategy is definitely not predefined set of
goals, wish list, vision/mission statement or recital of objectives”

2. What or How
A marketing strategy clearly defines how are you going to get there - not where and
what for. A concise marketing strategy explains action plans, implementation and
execution to achieve your objective.
Becoming a market leader is your objective not a strategy, providing superior customer
experience by serving with dignity is your mission not a strategy, increase the sales or
new customer base by double fold is your goal not a strategy.
All the points cited in above sentence is fine but the roadmap to achieve them -or in
other words strategy entangled with tactics is the route of victory.
To become a market leader, you may find an effective strategy to carve out market
niche and be a dominant player, to serve your customer in a best possible way an
effective strategy could be start with your hiring process itself.in order to double fold the
customer base you would like to increase formal referral network as an effective
strategy.
Now all of these strategy will come up with tactics and action plan but what would act
here as a filter for your decision making is your stated strategy.
3-step marketing strategy- All these years of working with different organizations,
people and geographical differentials taught me a simple yet effective process to
develop marketing strategy. I am afraid that most of people will consider competitive
environment, market status and opportunities which are trending will play a wild card
role in this three step process.

3. A company which is thinking about entering into mature market with entrenched
competitors and audience will have a much different view of a company which is
bringing an innovative product based on new technology with no proven habit of
purchase.
While developing a marketing strategy these three steps could be a major player.
Who matters most?
It’s self-explanatory that any set of tactics and corresponding strategy should must
appeal someone. The first element who. Develop your marketing strategy keeping in
mind that who could be your ideal client/customer.
An ideal customer profiling as the basis of your marketing strategy will help to think, how
to serve them and probable tactics that will attract them most. Without concentrating on
your target segment, a marketing strategy will always lack focus.
Differentiate yourself
Once done with profiling of your ideal customer you really need to find an appealing way
to attract them. The best option could be discovering or innovating an existing
approach, service or product.
The market needs an option to compare and differ and if you are unable to provide that
price comparison will be differentiation factor.
Digging down consumer behavior would be the best option to find out things which your
customers values truly, industry environments which frustrates them most.it could be

4. possible that you are doing something unique, you are just unable to communicate your
core marketing message.
If you are not considering this step seriously, everything you do in marketing will be less
effective.
That’s the meaning of being different is.
Align all dots.
As a final step it’s an utmost important to understand gap between offerings and
positioning of your product or services. It’s a clear opportunity to innovate your
approach, process, product or service which provides greater customer experience.
Aligning your strategy what we have done previously- customer segmentation and core
differentiation with narrowing down the gap would complete the marketing strategy
game.
So start with a point- strategy, before deciding whether Facebook would be better for
your business or LinkedIn will play a crucial role or direct mail is still a powerful method
of lead generation.