Do you want to be right, or do you want to be successful?
Boiled down, marketing is this: anything you do to get your product or service into the hands of your customer. Seen through this lens, everything you do matters in relation to your marketing. It is holistic. No longer do we have to be separated from our customers. Technology and media facilitate real-time feedback and measurement. The channels of communication have multiplied almost geometrically.
However, people are still people and planning is still planning. It is popular in some circles these days to have pronounced strategy as "dead." This is simply nonsense, and it's the kind of thinking that engenders chaos, bad actions, poor spending and downright irresponsible behavior.
As thinking marketers, let us help you separate and prioritize your ideas and intention with essential action, while maximizing your efforts and spending. This is what good strategy does.