Marketing Strategy: Is your message specifically directed to your very best potential customers? Does it have a clear objective? Is your message timed to coincide with when your audience is most likely to respond? Does it solve an important problem or promise a desired benefit? Is it delivered via a media mix that efficiently reaches your audience? An effective strategy focuses your limited resources on the most productive opportunities to increase sales and sustain a competitive advantage. Get it wrong and you waste lots of money. Lots.