Very common mistakes in strategic and tactical marketing

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Now let's look at the most common mistakes when thinking about strategic and operational marketing.

1. Believing that there are three or four “definitive” marketing strategies that always work
When we talk about strategy, we are not just rcs data china about three or four generic strategies, as one might think when beginning to study marketing. The marketing strategy will depend on the objective we are seeking and our context.

For example:

If we want a strategy based on competition, we can read Michael Porter.
If it is based on the product portfolio, we can use the BCG matrix.
If it is based on the growth of the brand or the company, we can use the Ansoff matrix .
If we want positioning strategies , we can read Kotler .
If we want target market strategies, we can turn to Kotler again.
2. Focusing only on tactical marketing
Another very common mistake is to only focus on the short term and carry out marketing actions without having a direction or a horizon . Can we carry out advertising, promotions, launch new products, digital marketing actions, without really knowing who we are targeting, what we want to achieve and how we are going to achieve it? The role of strategic marketing is often ignored, and this usually results in failures and loss of money.

Let's think that when writing a post on Instagram, or launching an ad on Facebook Ads, what we are going to communicate and the way we do it depends 100% on strategic marketing . If my target market strategy is niche marketing (very small audience with specific and concrete needs), I am going to communicate in a much more concrete way than if I had chosen a differentiated marketing strategy (targeting segments that are larger than market niches).