Introduction
Many businesses have tried SEO, paid advertising, social media, email marketing or other tactics without seeing the results they expected. The issue is not always the tactic itself. Often, the missing piece is a clear strategy connecting each marketing activity to the business’s customers, goals and long-term direction.
In this clip, Mark Jamieson explains why effective marketing begins with research, and why every business requires a strategy built around its unique needs.
Summary
Marketing agencies often rely on their previous experience to recommend tactics they believe will generate results. While experience is valuable, no two businesses are exactly alike. Each business has different customers, challenges, opportunities, goals and measures of success.
A strategy-first approach begins with an in-depth understanding of the organization. This includes reviewing the business model, ideal customers, previous marketing efforts, current performance and key performance indicators. It also means identifying where the business wants to be in one year, three years and five years.
Once that research is complete, the right tactics can be selected and organized into a holistic marketing plan. SEO, paid advertising, content, social media and email may all have a role—but they should support a larger strategy rather than operate as disconnected activities.
In This Series
5 Videos- Strategy Starts with Research: Why Tactics Should Never Come First 1:26
- 2 Why Your Marketing Tactics Need to Work Together 2:23
- 3 Look Beyond Vanity Metrics: Focus on What Actually Drives Results 1:58
- 4 Brand Differentiation: How to Stand Apart in a Crowded Market 1:10
- 5 Customer Lifetime Value: How It Should Influence Your Marketing Spend 1:18
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Key Takeaways
Full Video Transcript
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00:00:00:00 - 00:00:17:14
So Mark, a lot of times when we're working with a new client, you know, the feedback we get is, hey, they've tried these other things in the past, all these various tactics, but it really hasn't worked for them. And you and I come look at it from a lens of strategy before tactics. So maybe we can talk a little bit about that today to our to our listeners and viewers about the importance of strategy.
00:00:17:15 - 00:00:36:04
Yeah. So in a typical engagement, you know, let's talk a little bit about what strategy looks like for someone. Yeah, it's strategies research. And I think this is where a lot of agencies will drop the ball is they'll go in very tactical, you know right on the offset, you know, and client has a legitimate need to bring it to the marketing agency.
00:00:36:04 - 00:00:57:03
The marketing agency has tons of experience here. They probably know what tactics may generate the best results, you know, based on previous engagements that they've had with, you know, other opportunities or other clients. The fact of the matter is, is every business is different. You know, every client need is different. Every client, every clients client is a little bit different, to be quite honest.
00:00:57:03 - 00:01:25:14
So if you're not going in with strategy and initially strategy is research and it's an abundance of research, it's understanding the business, understanding the client's understanding past marketing tactics, you know, understanding KPIs, you know, where they want to be in a year, three years, five years and really building out a holistic plan around that. So when you back up and you really look at it, certainly some of these tactical solutions will be implemented within a strategy, but there's always a bigger picture.
Meet the Speakers
Learn From Experienced Marketing Leaders
Our educational videos are led by experienced digital marketing professionals who work with businesses every day to solve real-world marketing challenges. Each video session is built around practical insights, proven strategies, and lessons learned through hands-on client experience.
Mark Jamieson
CEO, WSI Ottawa
Mark Jamieson is the CEO of WSI Ottawa and a digital marketing strategist with decades of experience helping organizations grow through data-driven marketing, AI adoption, search strategy, and business innovation. He regularly speaks on the future of digital marketing, AI, and business growth, helping organizations understand how emerging technologies can create measurable competitive advantages.
Pat Whalen
Partner, WSI Ottawa
Pat Whalen works closely with organizations to develop practical marketing strategies that align business objectives with measurable outcomes. With extensive experience in business development, sales strategy, and client engagement, Pat helps organizations identify opportunities for sustainable growth through strategic marketing and digital transformation.
Frequently Asked Questions
We’ve compiled answers to some of the most common questions related to this topic. These FAQs expand on the discussion and provide additional context to help you better understand the concepts covered in the video.
What is the difference between marketing strategy and marketing tactics?
A marketing strategy defines the larger direction, goals, audience, positioning and approach. Marketing tactics are the individual activities used to execute that strategy, such as SEO, Google Ads, social media, email campaigns or content marketing.
Why should research come before selecting marketing tactics?
Research helps determine which tactics are most relevant to the business’s customers, goals and market conditions. Without that foundation, a business may invest in activities that are poorly targeted, disconnected or difficult to measure.
What should be included in marketing strategy research?
Research may include an assessment of the business, target customers, competitors, market conditions, brand positioning, previous marketing performance, current technology, sales processes, KPIs and short- and long-term goals.
Can a marketing tactic still work without a broader strategy?
A tactic may occasionally generate short-term results on its own, but those results can be difficult to sustain or scale. A broader strategy ensures that each tactic supports the same goals, messaging and customer journey.
How often should a marketing strategy be reviewed?
A marketing strategy should be monitored regularly and formally reviewed at least once or twice a year. It should also be revisited when the business introduces a new service, enters a new market, changes its goals or experiences a significant shift in customer behaviour.
What are signs that a business may be operating without a clear marketing strategy?
Common signs include frequently switching tactics, inconsistent messaging, unclear KPIs, difficulty explaining which activities generate revenue and multiple marketing channels operating independently of one another.
Does a strategy-first approach delay marketing activity?
Not necessarily. Research helps businesses make better decisions earlier, reducing the risk of spending time and money on the wrong tactics. A focused discovery process can often help marketing move faster and more effectively once implementation begins.
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