Marketing Strategies vs. Marketing Tactics:
What’s the Difference and How Do They Fit Together?
If you are a business owner, you have probably heard your marketing guys talk about strategies and tactics. The two terms are used very frequently by marketers, but unfortunately, they are often misused. Most people use them interchangeably, but there are quite a few differences between the two.
Read on as we expound the differences between marketing strategies and tactics in this article.
Marketing Strategies and Tactics — The ‘Why’ and ‘How’ of Marketing
In the simplest of terms, a marketing strategy can be defined as the ‘why’ of marketing. It is a strong overarching vision that you aim to achieve by investing your time, efforts, and money into your marketing. Marketing tactics, on the other hand, are the techniques that you aim to use to achieve that vision. Put simple, marketing tactics are the ‘how’ of marketing.
Consider the following example:
Your marketing goal is to increase your sales revenue by 20 percent by the end of the year. To
achieve this, you came up with the following strategies:
- Increase repeat purchases from your existing customers
- Drive traffic from new visitors to your website
- Increase your average order value
For each of these marketing strategies, you will use different marketing tactics. For example, to drive traffic from new unique visitors, you will use paid advertisements, search engine optimization, and social media marketing.
Marketing Strategies and Tactics — How Do They Work Together?
Sun Tzu, a Chinese military strategist, says in his book ‘The Art of War’:
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”Sun Tzu
His words stand true not only for military, but for marketing as well. In order to find success in the online world, you must ensure that your marketing strategy and tactics are in line with each other. Without a detailed marketing strategy, even the most effective marketing tactics won’t add any value to your bottom line. So, while marketing tactics and strategies cannot be used interchangeably, they rely heavily on each other. Therefore, it is important that when crafting your marketing plan, you pay special attention to these two components and ensure that your marketing strategies and tactics complement each other.
To learn about developing a winning online marketing strategy, you may contact us at 432.363.4235.