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  • Roseanne Myhill

Get strategic and stop doing ‘Random Acts of Marketing’

What are random acts of marketing and why shouldn’t businesses do them?  In the fast-paced world of marketing, it's easy to fall into the trap of doing random acts of marketing - ’throwing ideas at the wall and hoping something sticks’. However, this approach rarely provides sustainable results. To make an impact and drive meaningful outcomes, businesses need to adopt a strategic mindset in their marketing efforts.  


In this blog post, we'll delve into why random acts of marketing don’t work and how embracing a strategic approach can lead to long-term success... 


Pitfalls of Random Acts of Marketing 

Random acts of marketing are often inconsistent and un co-ordinated marketing efforts which lack a cohesive strategy. Here are some reasons why this approach is ineffective: 


Lack of Focus: Random acts of marketing lack focus or goals, which leads to wasted resources on activities that don't connect with business objectives. 

Inefficient Resource Allocation: Without a strategic plan, resources, ie time, budget and labour are scattered across various tactics which dilute their impact. 

Inconsistent Brand Messaging: Incoherent messages across different marketing channels can confuse and actually alienate customers, which can undermine brand credibility. 

Limited Measurable Results: Without a defined strategy and metrics, it's challenging to measure the effectiveness of individual marketing efforts. 


Embracing Strategic Marketing 

Instead of relying on haphazard tactics, businesses should adopt a strategic approach to marketing. Here's how to get started: 

Set Clear Objectives: Define specific, measurable, achievable, relevant and time-bound (SMART) goals which align with your overall business objectives. 

Know Your Audience: Carry out thorough market research to understand your target audience's needs, preferences and pain points. Tailor your marketing efforts which connect with their interests.

Develop a Cohesive Strategy: Create a comprehensive marketing strategy which outlines your  

  • target audience

  • value proposition 

  • messaging 

  • channels 

  • tactics 

Allocate Resources Wisely: Invest your resources based on your goals, audience insights and then utilise the most effective marketing channels to  reach your target audience. 

Measure and Analyse Performance: Implement tracking mechanisms to monitor the performance of your marketing campaigns. Analyse data regularly to identify areas for improvement and optimisation. Eg Monitor interactions on your social media channels, track opens and click through rates from your email newsletters and monitor visitors to your website.  

Iterate and Adapt: Stay agile and responsive to changes in the market landscape, consumer behaviour, and emerging trends. Continuously refine your marketing strategy based on insights and feedback.

Respond to changes in the market: monitor data from previous campaigns, customer feedback and emerging trends. The strategy will need to be reviewed as you learn, adapt and grow. 



Random acts of marketing may provide short-term gains, but they are unlikely to deliver sustainable results or drive long-term growth. By embracing a strategic approach to marketing, businesses can achieve greater clarity, focus and effectiveness in their efforts. Whether it's setting clear objectives, knowing your audience, or measuring performance, strategic marketing lays the foundation for success in today's dynamic marketplace. 


For further reading on strategic marketing, you can explore the following  websites: 


- [Chartered Institute of Marketing (CIM)](

- [Marketing Week](

- [The Drum](


To find out more about creating and implementing a strategic marketing approach, drop us a note via the contact us form, email or if you fancy a chat right now call 07802 197347.  

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