Far more organisations implement disconnected tactics than deliver on a cohesive strategy. As businesses grew in size and scope, customers became better informed, and technology began disrupting established markets on a daily basis, inflexible strategies were seen as more of a hindrance than a help.

While a tactic could be quickly picked up and used when the situation calls for it, a strategy was often seen as a great, yet impossibly idealistic, idea.

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Marketing strategy has matured, however. Taking advantage of the wealth of new data, technology, and models, it is possible to develop a strategy that is robust yet flexible, that builds on historical insights with real-time data across all parts of the business, whether it’s marketing to a mass audience, or aligning yourself to win a specific client.