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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.”
LORD LEVERHULME,
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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