In the forever-changing business and marketing worlds, businesses tend to constantly chase the next big trend, often hoping for a quick fix to achieve success. I call this ‘shiny-object syndrome’, however, it is a condition that we are all subject to. Findings from the 2024 Marketing Week Career and Salary Survey reveal a concerning trend; the fundamental importance of marketing strategy is being overshadowed by an overemphasis on social media. As marketers, we must shed light on this issue and advocate for a strategic approach that leverages all tools effectively, including social media.

The Value of Strategy

Marketing strategy is the backbone of any successful business. It involves setting long-term goals, understanding the target audience, and devising a comprehensive plan to achieve these objectives. The strategy encompasses market research, brand positioning, value proposition, and customer journey mapping. Without a robust strategy, businesses are essentially navigating without a map, leading to disjointed efforts and wasted resources. Colloquially, we call this ‘throwing spaghetti at the wall and hoping it sticks’.

According to the 2024 Marketing Week Career and Salary Survey, over half (53.7%) of marketers identify strategy as the most undervalued skill. This statistic is alarming because it highlights a significant gap in how businesses perceive and prioritise their marketing efforts. A well-crafted strategy ensures that every marketing initiative aligns with the overall business goals, leading to sustainable growth and competitive advantage.

The Role of Social Media

Social media is undoubtedly a powerful marketing tool. It allows businesses to connect with their audience, build brand awareness, and drive engagement. However, the survey also reveals that nearly a quarter (22.5%) of marketers consider social media marketing to be the most overrated skill. This sentiment underscores a critical issue: many businesses over-rely on social media, expecting it to be the panacea for all marketing challenges.

While social media can certainly help to amplify a brand’s message, it should not be viewed in isolation. It must be integrated within a broader marketing strategy that includes other essential elements like content marketing, SEO, email campaigns, and traditional advertising. Social media’s true potential is realised when it supports and enhances a well-defined strategy rather than serving as the centrepiece.

Common Misconceptions

One common misconception is that a strong social media presence alone can drive business success. This belief leads to significant investments in social media campaigns without a clear understanding of their strategic alignment. Businesses often chase viral content and follower counts, neglecting the underlying strategic goals.

Another misconception is that social media can replace other marketing efforts. In reality, social media should complement other channels, creating a cohesive and integrated marketing approach. When businesses treat social media as a standalone tactic, they miss out on the synergy that a comprehensive strategy can provide.

The Integration of Strategy and Tactics

To clarify, strategy is the big picture – the roadmap guiding a business toward its goals. Tactics are the specific actions taken to execute the strategy. Social media, email marketing, and content creation are all tactics that should align with and support the overall strategy.

For example, a business aiming to increase brand awareness might use social media to share engaging content that resonates with its target audience. This tactic supports the broader strategy of building brand recognition and loyalty. Without a strategic framework, these efforts would lack direction and coherence.

Case Studies and Examples

Nike’s Marketing Approach

Nike is a prime example of a company that thrives on a customer-centric strategy. By conducting thorough market research and understanding their audience’s needs, Nike creates personalised marketing campaigns across multiple channels, including social media. This strategic approach has resulted in increased customer engagement and sales, showcasing the power of a well-defined marketing strategy.

Pepsi’s Kendall Jenner Ad Campaign

Conversely, Pepsi’s heavily promoted social media campaign featuring Kendall Jenner in 2017 serves as a cautionary tale. Despite significant investment, the campaign was met with backlash for being tone-deaf and insensitive, ultimately harming the brand’s reputation. This example underscores the importance of a strategic foundation that aligns with brand values and audience expectations.

Discover the Power of a Strategic Approach

Businesses must reassess their marketing efforts and recognise the critical role of strategy. It’s time to move beyond the allure of social media hype and focus on building a robust strategic foundation. By doing so, businesses can ensure that all marketing activities work together harmoniously to achieve their goals.

At Collective Catalysts, we specialise in crafting tailored marketing strategies that drive results. Our team of experts will work with you to develop a comprehensive plan that aligns with your business objectives and leverages the right tools, including social media, to maximise your success. 


While social media is an important component of modern marketing, it should not overshadow the foundational role of strategy. A well-defined strategy ensures that every marketing effort is purposeful and aligned with business goals. By integrating social media within a broader strategic framework, businesses can achieve sustainable growth and long-term success.

Don’t let your business navigate the complex marketing landscape without a map! Book a free consult with us today, and let’s explore how we can help you build a winning marketing strategy that drives real results.


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