However, strategies and tactics are not trite clichés, and they're certainly not synonyms. Indeed, they're legitimately meaningful and important concepts necessary to the successful execution of every advertising campaign. Forbes sums it up this way: "A tactic is a tool you use in pursuing an objective associated with a strategy," while "a strategy is the approach you take to achieve a goal." In practice, strategies are what you plan to accomplish, tactics are the granular details of how you plan to execute your strategy.
Every advertising plan should have an objective then a strategy always comes second followed by the tactical execution. You can't get where you're going if you don't know how you're going. When developing a new ad campaign, you must identify a goal, a destination, a purpose. What audience do you want to reach, what message do you want to send, and why is it important?
Only once you've developed your objective and strategy by answering the corresponding questions can you develop the tactical, turn-by-turn directions that will take you--and your customers--to your destination and fulfill your overarching campaign purpose (aka. marketing objective). How will you reach your audience? How will you craft your message? How will you deliver it? How will you measure your ROI?
When presenting your ad campaign plan to a potential client, best practices dictate that you start by introducing big picture goals and then transition through strategies, objectives, and finally, tactics.
For example, if your stated goal is to sell more widgets in the United States than your competitor, your marketing campaign strategy might be to message niche audiences that had been previously ignored or overlooked. Your objective would be to achieve 50% penetration in households with a net income of $50,000-$100,000. Your tactics may very well include utilizing every conceivable communication channel from door-hangers to cold-callers, social media to social gatherings.
Think of it this way: strategies are the what of your plan, tactics are the how. Now, get back in that conference room and strategize how to grab that low-hanging fruit.
Brand Spells is currently accepting small and medium sized business clients? Request a digital marketing evaluation, contact us today.