Seth’s most recent post perfectly outlines one current predicament I’ve seen a lot lately: Pretty tactics; absolutely no strategy.
New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don’t need as much approval and support to launch them.
As a result, marketers are like kids at Rita’s candy shoppe, gazing at all the pretty opportunities.
Most of us are afraid of strategy, because we don’t feel confident outlining one unless we’re sure it’s going to work. And the ‘work’ part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, ‘I’m going to post this.’ If we post it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.)
Seth continues to impress me (reading Tribes right now, too).