EVERYTHING YOU’VE EVER LEARNED ABOUT MARKETING IS WRONG!
In the physical world, if you have a physical location and you are selling your products or services, there is a saying the business world lives by. “Distribution is King” or in other words “He who has the most, Wins!” A lesser known fact that brings truth to these statements is “Marketing is Queen.” Think “Walmart” whether you believe they are a good corporate citizen or not the reason Walmart is the largest retailer in the world is not due solely to their “low prices.” It is largely due to their development of one the most sophisticated distribution systems in the world.
Don’t believe us?
Think about the last time you saw a Walmart employee going through the aisle checking the inventory. If you shop there you will rarely if ever see someone doing this. The reason you don’t see it is because let’s say the store you go to as 20 or so of a particular item. A number of items in stock are entered into the system and the scanner keeps track of how many are purchased. When the number of items get down to a certain number lets say 7, based on the timeframe of sales and the popularity of the product, The system automatically puts in a new order to the warehouse for more items to be shipped to that store location.
However online, we have come to realize that in the digital world, “Content is King. Interestingly enough Marketing is still Queen.
In school or typical marketing training sessions, we are taught primarily about “Tactical Marketing.”
Tactical Marketing:
Tactical marketing is the execution of your strategic marketing plan as far as generating leads, placing media, creating marketing tools, and implementing a follow-up system. In other words, its the medium you message is delivered in.
What we are nearly never taught is about Strategic Marketing.
Strategic Marketing:
Strategic Marketing has to do with what you say, how you say it and who you sit too. In other words, it’s the content of your marketing message.
The distinction between Strategic and Tactical Marketing is huge.
Most people mistakenly assume that when you talk about marketing that you are automatically talking about placing ads, generating leads, sending out mailers, attending trade shows, creating brochures, implementing a follow-up system, etc, or in other words Tactical Marketing. They fail to realize that the strategic side of the coin”what you say”, how you say it and who you say it to is almost always MORE important than the marketing medium WHERE you say it.
