Has marketing strategy become an orphan?

Marketing strategy has been a core pillar of business success for many years. However, with the rise of new technologies, evolving consumer behaviours, and the increasing complexity of the business landscape, some people claim marketing strategy has become an orphan, left behind in the pursuit of short-term gains and immediate results. While there is no doubt that the marketing landscape has changed significantly in recent years, it is way too soon to send marketing strategy to the orphanage.

It’s true that many businesses today are focusing more on short-term gains and immediate results rather than long-term strategic planning. This is partly due to the pressure from shareholders and investors to deliver quick returns on their investments, and partly due to the rapid pace of technological change and evolving consumer behaviours. The rise and rise of digital media has fuelled the growth of micro-marketing plans, often at the expense of big thinking, big ideas and big (calculated) risk taking. Another factor is the constant and rapid changes being served up by the major tech platforms that now dominate marketing investment and planning time.

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