It’s Not About the Tools, It’s All About Strategy

Start with a Strategy

“I know half my advertising isn’t working. I just don’t know which half.”


the founder of Lever Brothers

(now Unilever)

The soundest strategy you can have is to start with a sound strategy. That may sound silly, but when it comes to social and digital media, most marketing people start with a tool, such as Facebook or Twitter, and try to build a strategy around that tool. Marketing isn’t just about the tools, though. You wouldn’t assemble your team and say, “We’re going to build a strategy exclusively around print ads.” You’d make print ads part of your overall ...

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