Skip to main content
A Singapore Government Agency Website How to identify
Official website links end with .gov.sg
Secure websites use HTTPS
Look for a lock () or https:// as an added precaution. Share sensitive information only on official, secure websites.
Government officials will never ask you to transfer money or disclose bank log-in details over a phone call.

Call the 24/7 ScamShield Helpline at 1799 if you are unsure if something is a scam or visit ScamShield (opens in new tab) for more information.

Singapore Tourism Board
Strategy-led Marketing

Strategy-led Marketing

2 December 2024

Achieve successful business outcomes with a well-crafted strategic plan that outlines clear objectives.

It pays to have a well-defined strategy. While short-term tactical marketing can be effective in converting consumers, it should be complemented with long-term strategic marketing to connect with consumers – even when there are no flash deals to entice them.

Strategic planning involves creating a roadmap that outlines how to achieve your objectives through targeted strategies and activities. This roadmap serves as your guiding principle and helps you weed out activities and opportunities that do not align with your desired outcomes.

FLEX captures four principles to guide strategic planning:

  • Future-focused

  • Led by insight

  • Evolutionary in approach

  • X-functional in execution

These principles have helped companies develop robust strategic plans. Unpack the principles of strategic planning and learn how businesses benefited from it in this 10-minute video (opens in new tab).

Why should we define objectives?

Clear objectives keep us focused and form the basis for measuring success. In any marketing campaign, we recommend establishing three objectives in the specific following order:

  1. Business objective: This keeps the business outcome as the first consideration.

  2. Marketing objective: This identifies the specific challenges that must be addressed to achieve your business objective.

  3. Communications objective: This gives you single-minded focus on the key message you need to drive.

By crafting these objectives sequentially and ensuring that they seamlessly connect, you will be able to create a coherent and impactful activation strategy to drive meaningful results.

Learn how to craft objective statements and see how brands have successfully applied them for effective marketing (opens in new tab).

Find Out More