Most business strategy ignores marketing but, marketing is essential to any business strategy for success. You can't just yell "yo dudes and dudettes, buy my stuff it's awesome," and be successful. Does marketing strategy get overcomplicated, yes but you need a plan.
Basics need to be considered, who's your audience, it's not an exact science but through research and your own sales stats you can get a solid understanding from which you can then test marketing against. What problem do you solve for your customer's, how do you communicate that?
How do you communicate with them? What channels? What resources do you have to execute on your strategy?
Then you can have fun and get creative with your content and measure the response at different times. Measurement, timing, and flexibility are key to a successful marketing strategy.
My career is anything but typical. I love technology and the digital world. After Silicon Alley imploded and sixdegrees.com, one of the first social media cos did so with it. I still wanted to stay in digital and explore how it could connect people and businesses to further communication. I convinced some technology cos, they were the only ones listening at the time, to continue and advertise online to brand themselves and sell their services and products.