The Clichés and Faux Wisdoms in Digital Marketing: Unveiling the Myths Surrounding 'Strategy'

The Misuse of 'Strategy' in Digital Marketing

In the realm of digital marketing, the term 'strategy' is often misused and misunderstood. Many marketing professionals and even seasoned consultants employ the term 'strategy' when they are, in fact, talking about scalable marketing plans. The line between a true strategic approach and a mere plan can be blurry, especially in the fast-paced world of online marketing. However, understanding the difference is crucial to achieving sustainable success in the digital landscape.

Understanding True Strategy According to Richard Rumelt

Richard Rumelt, a renowned management scholar, defines strategy as containing three key elements, each of which is vital for its success:

A Diagnosis of the Business Challenge

A true strategy involves a diagnosis of the current business challenge. This diagnosis should be a precise and realistic assessment of where the company stands, the opportunities and threats it faces, and the key issues it needs to address. It is not simply a broad statement or a surface-level observation but a deep dive into the root causes of the problem at hand.

Guiding Policy for Overcoming the Challenge

Once the challenge has been diagnosed, a guiding policy is needed. This is the blueprint that outlines the broader plan of action to overcome the challenge. It should provide a clear direction and set of principles that guide the company's actions. This policy should be flexible enough to adapt to changing circumstances but specific enough to be actionable.

Coherent Action

The third and final element of a true strategy is coherent action. There must be a clear and consistent execution of the strategy, with all actions aligned towards achieving the overarching goal. This means that every decision, every campaign, and every tactic must contribute to the guiding policy, not just be a standalone effort.

Faux Strategy Quotes in Digital Marketing

Many marketers and strategists often fall into the trap of using broad, vague, or often misleading phrases to justify their approach. Here are some of the most common faux strategy quotes used in the digital marketing world:

Picking a Number and Aiming for It

One of the most frequent faux strategies is the pickup and aim approach. This involves setting a specific number, such as page impressions or sales targets, and then working towards it without a clear understanding of the underlying challenges or the rationale behind the number. This type of goal setting is often an idle exercise, disconnected from the actual business problem or market dynamics.

Operational Effectiveness through Systems Integration

Another common tactic is to focus on operational effectiveness by integrating different systems. While system integration is certainly a valuable process, it does not equate to a strategy. The integrated systems must still serve a clear purpose that contributes to the overarching business challenge. Merely integrating systems for the sake of integration does not address the core issues or drive strategic value.

Interwoven Tactics

Sometimes, marketers justify their approaches by interweaving tactically sound measures. This means connecting different tactics because they seem to fit together, without a clear direction or goal. Such an approach often fails to address the real business challenge, as the tactics are too disconnected from the broader strategy. Each tactic must be part of a larger, coherent plan that drives progress towards the strategic objectives.

Emboldened Statements

There are those who make emboldened claims about the power of creative concepts leading to tactical responses. While creativity is essential, it must be coupled with a strategic framework. Creativity without a clear strategic direction can lead to wasted resources and ineffective campaigns. Every creative concept should have a clear tie back to the guiding policy, ensuring alignment and coherence.

The Use of Specific Technologies

Finally, the use of specific technologies is often cited as a solution, but it is not a strategy. Integrating and leveraging new technologies must be part of a broader strategic plan that addresses the business challenge. Simply adopting a new technology without a strategy to utilize it effectively is akin to hauling a new piece of equipment onto a ship without a rudder. The technology should be a tool to support strategic goals, not the goal itself.

Conclusion

Understanding the difference between a true strategy and a marketing plan is crucial for any digital marketer. A true strategy should have a clear diagnosis of the business challenge, a guiding policy, and coherent action. Faux strategies, on the other hand, often fall short in one or more of these areas. Recognizing and avoiding these pitfalls can help marketers create more effective and sustainable digital strategies that truly drive business success.

While it's enticing to talk about strategy in grand terms, the real value lies in the concrete, actionable plans that can be executed with precision and coherence. By focusing on these elements, marketers can ensure that their strategies truly make a difference in the digital landscape.