Without a strategy, marketing is just shooting slingshots in the dark. You need that carefully thought out plan so you can see where you’re shooting, and get a clearer shot at your goal.
In a nutshell, a marketing strategy is an iterative, innovative and adjustable plan of action, specifically designed to reach the objectives put in place by a brand, with the ultimate goal of solving brand-related challenges and problems. For example, a company may lack brand awareness, which affects its product sales. The company then has the objective to increase brand awareness, in order to increase product sales. So in turn, the marketing strategy would be geared around getting the brand’s name out there – the success of which would be determined by an increase in product sales. Make sense?