In today’s fast-moving business environment, the difference between standing still and growing often comes down to how strategically a company approaches its marketing. As digital channels evolve and consumer expectations rise, having a clear roadmap rather than just scattered activity can be the key to long-term success.
One of the biggest challenges many small and medium-sized enterprises face is that marketing becomes reactive rather than strategic. Without an overarching plan, brands tend to chase the latest tactic—social short-videos, a new ad platform, an influencer moment—without fully understanding how it aligns with broader business goals. Research shows that in the UK, only around 31 % of SMEs currently have a formal marketing action plan in place, and that number has fallen in recent years. CMOtech UK+2KPM Group+2
At the same time, the tools and technologies available to marketers have expanded rapidly. Artificial intelligence, hyper-personalisation, short-form video, interactive audio and voice-activated experiences are no longer optional—they’re increasingly standard in competitive landscapes. Agency Index+1 Thus the opportunity—and the risk—is higher than ever. On one hand, you can stand out and build lasting connections; on the other, you can waste time, budget and energy if you’re only experimenting without a guiding strategy.
This is where partnering with the right external support can make all the difference. For example, when a business chooses a marketing agency Birmingham-based or elsewhere that understands the local context, competitive ecosystem and digital terrain, they gain access to both strategic insight and execution muscle. That partnership should ideally begin with discovery: what are your business objectives, which audiences matter most, how will you measure success, what resources (time, team, budget) are available? Then the strategy: select the channels and content formats that make sense for you, rather than chasing hype. Only then the execution and measurement: test, iterate, scale.
Consider a business that struggles with lead-generation. Without a targeted strategy it might run a standard PPC campaign, post a few social updates, and hope for engagement. But with a structured approach you might define: target audience, unique value proposition, key message, chosen platform (e.g., LinkedIn for B2B, Instagram for B2C), creative test sets, conversion funnel, retargeting sequence, KPIs. The result? Better investment of budget, stronger tracking of what works, clearer ROI.
Another major piece of the puzzle is internal capability. If you rely entirely on external agencies without building some in-house knowledge, you risk being over-dependent or lacking agility. Conversely, if you try everything in-house without direction, you may spin wheels. The most resilient approach is a hybrid model: keep core strategy and measurement capabilities internal, partner externally for specialised skills and additional capacity. This is especially relevant when new technologies—like generative AI for content, dynamic ad creative, voice/search optimisation—are evolving. It’s not just about adopting them, but about knowing why, when and how to apply them.
Measurement and feedback loops are also critical. A campaign isn’t a one-off. You need to define your success criteria (leads generated, cost per acquisition, sales revenue influenced, brand awareness uplift) and regularly review performance. Then iterate—what creative is working, which segment responds best, what message resonates. Without that continual refinement, you’ll end up repeating what you did before and likely under-performing.
Finally, culture and mindset matter. Marketing isn’t a cost centre—it’s an investment in growth. Teams and leadership need to view it as strategic. That means aligning marketing goals with business goals: growth in revenue, expansion into new markets, strengthening customer loyalty, improving brand reputation. When marketing is siloed, detached or seen as “just posting on social”, it loses impact.
In summary: recognise that marketing today requires more than tactics; it demands strategy, structure and measurement. Use external expertise judiciously, while building internal competence. Choose technologies and channels that align with your objectives. And critically, keep revisiting the question: “Are we moving the needle on our business outcomes?”
By taking that approach, you move from “doing marketing” to “doing marketing that matters”.
