The Three Levels of Marketing’s Inferno
Like the three levels of Hell described in Dante’s Inferno (Self-indulgence, Violence, and Fraud), Marketing is also separated into three levels, although salvation is at hand. Appling the right talent to each level, (Strategy, Tactics, and Creative) in the right order can help avert a trip to Marketing Hades.
MARKET STRATEGY defines how you will achieve competitive advantage. It identifies the right target (segments and personas), the right product (strong & differentiated value proposition), the right price, the right approach to reach the market (channels), and other factors. Strategy is informed by competitive and market research and formed by smart business and product people to achieve product-market fit.
MARKETING TACTICS are the particular ways and steps by which you execute the strategy: advertising, public relations, digital and content marketing, social media, influencers, events, coop promotion, sales activities, promotions, sampling approaches, etc. Tactics are created by marketing specialists, often with focused kinds of expertise. Tactics must be data driven and are validated by ongoing measurement.
MARKETING CREATIVE defines the way in which your messages are expressed to the market through words, images, music, environments, and other aesthetic elements to impactfully communicate your differentiated value proposition through the marketing tactics you execute. Creative is developed by, well, Creatives whether inside or outside your organization. The effectiveness of their work is assessed by testing.
Not only does each level require different talents, the three must be executed in the right sequence. It seems obvious that Strategy comes first. Yet it's amazing how many companies proceed to the next level on the back of a weak strategy so they can "get things going!", only to languish in marketing purgatory as they thrash through tactics and creative that never seem to hit the mark. But with a solid Strategy in place, appropriate Tactics can be developed, then Creative can be designed to make your message cut through the clutter. Actually, Creative can help inform choices about Tactics so it's best to get the Creative going while Tactics are still being defined.
Start at the top of the Inferno with the right travelers and your marketing can burn down the competition. But apply the wrong talent or sequence and there’ll be Hell to pay.
Bill Haines, Partner