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You're reading: Digital Tonto: Why digital marketing strategy is so hard

Tactics without strategy is the noise before defeat.”

The fundamental problem of strategy is developing a coherent logic for making choices. To achieve that logic, strategists need to not only understand the objectives to be achieved, but the tactics that will get them there. You can’t, as many would have us believe, separate strategy from implementation.

Nowhere is that burden as heavy as in digital marketing strategy. Practitioners need to master an incredibly diverse amount of activity. From creating a message that resonates, to reaching the right people at the right time in the right amounts to the technology that will deliver the message, digital strategists must integrate skills that have long been siloed.

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