You are wasting a lot of time and money if you do not understand what strategic or tactical marketing is or if you do not have a plan and tactics for your company in place.
There is not much, if any, value in strategy and tactics by themselves. Always follow the other after the first.
However, companies that recognize the value of a marketing plan sometimes overlook one of these two components.
Is this due to the difficulty non-marketers have in establishing your strategy and tactics? Or perhaps it is because most people believe having just one is acceptable.
In this post, we will attempt to illustrate the necessity of both strategy and tactics and demonstrate how simple it is to develop both, even if your marketing plan is merely a vague idea.
What is Strategic Marketing?
Strategic marketing is about establishing a broad picture and addressing essential questions about what you want to achieve. This aspect of your marketing strategy concerns your company's objectives and brand awareness. Customer behaviour, rival positioning, price, and general market research will all be considered during strategic planning. Strategic marketing asks questions such as:
- What are your company's strengths?
- Where are you filling the market gaps?
- Who is your target demographic or audience?
- Where are you today about where you want to be?
- What impression should the brand convey?
Strategic marketing considers your company's long-term vision and marketing objectives. It does not attempt to explain "how" you will complete a task; instead, it seeks to identify "what" is lacking and should be prioritized in your plan. Strategic marketing is how marketers determine how their marketing should appear and how things should be completed.
What is Tactical Marketing?
Tactical marketing delves into the details to determine which activities best suit the plan. It specifies which digital marketing initiatives should be developed, how those efforts should be implemented, what distribution channels should be employed, and how outreach should be monitored.
This plan component will include your budget, your customers' behaviour, available platforms, and the types of material that may help meet your objectives. Tactical marketing expands on strategic marketing by asking questions such as:
- Where can you find your ideal customer?
- What are the existing gaps in your content marketing?
- What will you do to optimize your efforts to achieve your objectives?
- Who in the team is responsible for what and when?
- What will performance indicators be used?
Tactical marketing considers your activities shortly to assist both short-term and long-term aims. This section of your plan focuses on lead generation, ad creation, social media updates, website optimization, and content creation. Tactical marketing will be in continual movement as you determine what works and doesn't.
Strategic Marketing Plan vs Tactical Marketing Plan
Now that you know what tactical and strategic marketing is, we can discuss the difference between strategic and tactical marketing.
It should be abundantly evident at this point that tactical marketing is executing your strategic marketing plan.
This means that while tactical and strategic marketing contribute to the same corporate objectives, they do it differently.
From that vantage point, it is evident that one should affect and mirror the other. Yes, there are variances between the two, but there should also be parallels if you effectively plan out both.
Tactics are actions that adhere to a strategy's broad ideas. Strategies incorporate general concepts. Your theory is your strategy, and your practice is your tactics.
Similarly, a plan should come first, followed by tactics.
This implies that you should constantly refer to your strategic plan whenever you develop your tactics. Otherwise, having a marketing plan is pointless since you will not be using it. Well, at least not on purpose.
In Conclusion
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