The death of traditional‘ strategy’

I hate to say it, but the age of the long-term marketing strategy is over. Businesses and markets are moving faster than ever, accelerated by the emergence of increasingly sophisticated technology and those traditional three-to-five-year plans just aren’ t relevant anymore. Even the word‘ strategy’ feels outdated, as it simply isn’ t agile enough for what we need as marketers.

Marketing strategy is undergoing a transformation as long-term planning gives way to a more agile, brand-led approach. In this article, Rebekah Lee, Group Marketing Director at Morson Group, discusses why the concept of‘ strategy’ has become outdated, how brand has evolved into a critical commercial driver and why cross-functional alignment between marketing, sales and leadership is essential for success.

As a result, we are starting to see both a shift towards considered tactical marketing – which enables quicker reactions to changing dynamics – and a renewed focus on brand, which companies are considering not just as a creative piece but as a key commercial driver.

From a marketing perspective, brand is like the spring from which all your activities flow, allowing you to create consistent messages across all touchpoints, even if you’ re operating in an environment of constant change. The challenge for marketing teams is figuring out how to better align brand with business objectives and use it to deliver tangible value.

The impact of technology

Marketers are also coming under mounting pressure to work more responsively and with greater agility. Artificial Intelligence( AI) has enabled us to do this. The rate of

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