Impact eats tactics for breakfast

We live in the knowledge era. Consumers are more educated than ever. They don't just care about what a company promises to potential customers, but the likelihood for those products to improve their lives. Before making a purchase, customers are first going through the social proof process, based on reviews from other buyers and what they say about their experience.

Tactics are important. They must be aligned with corporate strategy, in order to generate the expected results. However, when tactics do not create the necessary impact, they become irrelevant. Tactics make sense as long as they generate an impact.?

The process for corporate strategy design is based on fundamentals and science, but the best tactics and marketing strategies are proven in the marketplace.?

Today’s expectations from customers require a constant evaluation of a company's objectives, with those same customers' behaviors and wants in mind. People don't buy products, they buy results and transformation.?

When putting tactics and strategies to the test, look for an impact that creates transformation, customer loyalty, and increase in both the top line and profits.

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