Your marketing strategy document will outline your short-term goals, and answer bigger questions, like where does your business want to be in 5 years time? It identifies your customers, and recommends how and where to place advertisements and other communication to reach this audience.
Your marketing strategy will include a multi-year plan, and outline the tactics that will get us to each goal.
Basically, marketing strategy keeps your marketing in line with your mission statement, so they must be based on careful scanning of what happens both inside and outside your organisation.
Internal things that matter include the marketing mix you use, how it is performing, and what limits its impact. External things that matter include what your customers are like, what the competition is like, what the target market looks like, along with changing technology, and economic, political and legal trends.
Your marketing strategy will include a multi-year plan, and outline the tactics that will get us to each goal. These have to be able to respond to changes that often happen in our fast-moving world, so Headjam creates flexible approaches, and monitors performance in real time.