At a recent workshop I left somewhat disturbed. The presenter although accomplished, only covered one area of marketing, in this case website search, both SEO and PPC. Although, without doubt, it is one of the most important marketing tools, it is not the only one and is not universally useful. Presenters tend to push their expertise and the services their company provides, this is the nature of the world, so is not an individual criticism. But as someone with possibly too many years marketing experience, I know that there are different strategies, and different tools needed to achieve them.
In short, I believe the first task is to choose the strategy, then the tools to use, not the other way around. So in this short article I will look at the key Marketing Flavours or Strategies and the most relevant tools you can use for each of them.