Why do most small businesses ignore marketing strategy and focus almost exclusively on marketing tactics? Maybe the reason stems from how most marketing is sold to small business.
Many people approach small business offering “marketing” as telemarketing, email marketing, social media marketing, web marketing, etc. No wonder small business owners get confused. None of these so called activities are marketing. They are marketing tactics used as part of the overall marketing process to deliver an organization’s marketing messages.
On the other hand, making the smart decision to decide to research and plan your marketing increases your ability to reach your goals. This is referred to as taking a strategic approach.
BusinessDictionary.com defines strategy as: