In military terms there are four ways to fire a missile.

You can aim as well as you can and fire and HOPE that you will hit, or come close to the target. You can use a more sophisticated missile and guide it as it goes using MCLOS or SACLOS or you can use super advanced guidance using FAF technology.

In this series this week, we will use missile targeting to look at four ways that your marketing could be running. Each has lessons that we will chat about.