Our friends at Brainloaf, a development shop specializing in Marketing Technology, posted on the subject of integrating tactical technologies with a more comprehensive strategic view - something that is surprisingly lacking in online marketing today.
Here's a key point:
The explosion of possible channels for businesses to reach potential customers has made it difficult to know which will be most profitable. In order to manage multiple, fragmented media channels, you need to have a clear plan on how you're going to spend your money, where to place your media and how to measure your results. All too often in our new fast paced media world, the driving focus is to move and do something immediately. In Social Media, there is a low barrier to entry, that companies approach it as a low cost channel that will yield huge profits. As a result there are many poorly designed and executed ideas. You need to set goals. You need to create a strategy. Then build a plan of tactics to execute that strategy. Did I mention you should have goals and a strategy to reach them?
Not that any of this isn't quite obvious to anyone looking at online marketing today - but when was the last time you heard a programmer talk about strategy like this?
Not for nothing, the main Brain at Brainloaf, Mike Rogers, worked with Seth Godin in a past life. Now THAT makes for an interesting skillset.