We have a client right now who we're working with to plan and execute a wide variety of marketing communication programs including redesigning their website, search engine optimization and building new sales collateral. This client has called upon us to help them execute a makeover in their marketing tactics and activities, but one thing that they seem to be missing is a more strategic view of how to spend their marketing dollars.
Lots of companies get so tactical with their marketing programs that they fail to see the big picture, like to how to maximize their effectiveness when it comes to reaching customers, generating demand, and driving sales leads in the door. The goal of any marketing manager is to live in the two worlds of both strategic and tactical, to balance those interests and make sure that they continue to stay aligned. It's very easy to get caught up in the day-to-day activities related to marketing program development, and forget what it is that you're trying to accomplish at a higher level.
This is where strategic marketing planning and marketing communications connect. A good marketing manager is always asking him/herself how their tactical marketing programs are aligned with their overall strategic marketing goals. In fact, a strong marketing communications plan typically lists all programs in a format where it is easy to see how those programs directly support the company's overall strategy.
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