Strategy Without Tactics Is The Slowest Route To Victory. Tactics Without Strategy Is The Noise Before Defeat.Sun Tzu
In business, marketing is the action a company takes to make consumers aware of it’s presence and place the products in front of prospective customers.
When creating your marketing plan, strategic marketing comes first because it is a long-term goal that is broad. Next, comes tactical planning which consists of the actual process involved in improving your competitive position and giving your company the edge above others.
Hence, strategic marketing and tactical marketing don’t oppose each other. They complement each other.
Essentially, strategic marketing is the concept while tactical marketing is the process of putting that concept into action. Here’s a closer look at what each type of marketing involves.
Strategic planning involves recognizing and acknowledging the threats and opportunities that are presented by the industry.
What are the strengths and weaknesses of various forms of manufacturing? Does my company have the strength and financial capability to tackle these threats and grab the opportunities?
Your strategy shouldn’t focus on all things at once. The major focus should be on an element where you can fill the gap and where you can gain a competitive advantage.
Fulfilling the needs of this industry problem becomes your goal and therefore, your strategy. Strategic marketing deals with the long-term goals of your company such as expanding your business, exploring new demographics, or creating a new brand.
Hence, it needs the expertise and insight of your financial department who can analyze if you have adequate funds to achieve the goals you’ve set.
Whereas strategic marketing looks at the goals of the company, tactical marketing focuses on the details to achieve that goal. With a strategy in place, the actions or tactics needed to achieve your goals can be set into motion.
Creating tactics to support your marketing strategies generally, involve detailed profiles of your customers. Only by knowing your target demographic will you be able to choose the right advertising media and determine which marketing channel is the most effective.
Tactical marketing involves the actual work like generating leads, building websites, placing ads, and following up. It includes advertising, sales promotions, and other activities that are in line with your strategic marketing plan.
Since a strategic marketing plan usually includes establishing a budget, tactical planning preparation should take into account its financial limitations in carrying out these activities.
Strategic marketing and tactical marketing are interdependent and are employed in combination.
Not having a sound strategy means not knowing why you’re doing what you’re doing, what you’re aiming for, whether it’s working or what to do next. And without proper tactical marketing, you won’t be able to put your devised strategy into action, no matter how innovative the strategy may be.
The ideal marketing plan starts with a strategy followed by detailed tactics. The presence of both forms of marketing is pivotal to the success of your marketing.