Strategic Marketing Definition

The words “Strategic Marketing” evokes grand ideas and concepts. But as with many phrases, there is more than a little bit of ambiguity in the perception of those who hear it. Different groups within the organization will likely have quite different interpretations of “Strategic Marketing


When Sales hears the term “Strategic Marketing,” they think that means helping them sell more to what they know they can sell, focusing on the obvious, proven strengths and strong markets. They think of you helping them find more opportunities that are invisible today.

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Aggressing sales – Vistaprint

Sales, marketing, what do these words bring to mind? It depends on your proximity, and susceptibility, but to many they bring about as much loathing as the dreaded “lawyer”.

However dreadful the concept of sales and marketing are to the common person, it is clear that they core concepts work.

While this is hardly a “fun” introduction, it is an important framing device for the tale that is about to follow.

A life change is causing a bit of a course correction, and realignment. As part of this, and a coming networking opportunity, I needed some simple namecards (business cards). The natural choice is Vistaprint, as I have no custom logo or designs, and merely wanted to get my contact information down.

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Bicycling Magazine – More hilarity

As a Performance Bike “member“, I get a free subscription to Bicycling Magazine. I find that every month, I almost (barely) enjoy thumbing through this rag because it is chock full of hilarity. I have written on it before, and this may be my last installment.

Like most print magazines, their once vaunted position of the monthly dissemination of information, learning, and relevance has been eroded (decimated? eradicated?) by the advent of the Internet. One no longer must wait until the mailman drops the mag in the box, or the local drugstore has it on its periodicals shelf, all the information is now at your fingertips 24/7.

Yet, magazines cling by their fingertips trying to remain relevant. Bicycling is no different.

However, that is not my rant today. As I mentioned in the lead-in, I didn’t consciously subscribe to Bicycling, I get it for free with my annual Performance Bike Membership. However Bicycling seems to think I will renew and pay for their rag.

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Marketing Coolness – NanoWorld

Once in a while, I will stumble across something that is unique, and memorable. Being in marketing, I have a finely tuned eye for clever messaging. Recently, my spidey sense went all tingly.

NanoSensors, part of the NanoWorld group, was exhibiting in our distributor’s booth at the JASIS conference in Japan. They had some cool swag, nifty pens, and the like. However, as my hair had become long and unruly due to the fact that I was far too lazy to go to the barber before the trip, I angled to grab one of their baseball caps.

Made of high quality canvas with almost perfect stitching, it is a solid cap. No plastic, and the adjustable band is fabric, with a metal hasp. Again, top shelf.

Inside the cap is where the surprise is. Where there is usually a label that states the country of origin, material content (cotton, or man made), and possible care instructions, there is something unique. The label states:

We also sell AFM probes

Simple, understated, and effective – the tagline grabs the attention and mindshare without being obnoxious.

Brilliant marketing, hat’s off to NanoWorld!

F*cking Marketers

Somewhere, I coughed up my email address. It could have been to access a report, or a datasheet, or something. I used to be naive and think that they wouldn’t spam the shit out of me.

But I was wrong.

I get a constant stream. People looking to sell me mailing lists for “decision makers in IT software”, “SAP users”, “Oracle Users”, etc. I get 2 to 3 a day, and I always look for the “opt out” or unsubscribe option.

About 2/3 of the time, the “opt out” or “unsubscribe” messages bounce. Those people get reported as spammers immediately. Alas, whoever harvested my email address continues to resell that.

I hope there is a special ring of hell for people who do that.

As a marketer myself, I know the temptation to use harvested emails for all sorts of usage. But I have a simple test. Would I personally like to get this message? If the answer is no, then I don’t use it. Seems simple.

Alas, the world is full of scumbags.