There are a million things to consider when figuring out (or refining) marketing strategy, but it's best to keep things simple, and stay focused on your big goals.
In a nutshell,
If it's more expensive to bring in new customers than what they're worth to your business, you need to find ways to lower the cost of bringing them in, or find ways to increase their value to justify that high cost.
That's it. That's really it.
A breadth of experience.
I've worked with over 150+ different brands over the years, in just about every industry you could think of. They all have unique parts of their business, but more often than not, they have a lot of similarities.
We don't need to reinvent the wheel. We need to use the tried & true methods of the last 100 years, and incorporate the new tricks of the 21st century.