Strategic Marketing Vs.

Tactical Marketing
April 03, 2018 / By Bruce McDuffee

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Tactics and strategy are often interchangeably used when talking about gaining an
objective. But while the two words may seem synonymous, they mean different things,
especially in marketing.

The strategy is the direction towards the goal. Tactics are the action taken to support the
strategy. Simply put, strategy refers to the plan to achieve a goal while the tactic is how you
execute the plan.Free Marketing Plan Evaluation

In business, marketing is the action a company takes to create brand awareness and place
product in front of prospects. When creating your marketing plan, strategic marketing comes
first because it deals with the direction of your business growth in relation to your
competitors. 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.

Strategic marketing and tactical marketing don’t oppose each other; they complement the
other. Essentially, strategic marketing is the concept while tactical marketing is the action.
Let’s take a closer look at what each type of marketing involves.
Strategic Marketing
To gain a competitive edge in marketing for manufacturing, you need a thorough
understanding of your target customer’s demographics and buying habits. To decide what
your business goals are, you must be up-to-date on industry trends and your competitive
position. Once you’ve formulated your goals, you need to develop a strategy to achieve
those goals.

Strategic planning involves recognizing the threats and opportunities presented by the
industry. What are the strengths and weaknesses in manufacturing? Does your company
have the strength and financial capability to tackle those threats and grab those
opportunities?

Your strategy shouldn’t be all things at once. Focus 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 – your strategy.

Strategic marketing considers the long-term goals of your company such as expanding your
business, exploring new demographics, or creating a new brand. Therefore, it needs the
insight of your financial department who can analyze if you have adequate funds to realize
your goals.

Tactical Marketing
While 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
reach your goal can be set into motion.

Creating tactics to support your marketing strategies involve detailed profiles of your
customers. Only by knowing your target demographic can you choose the right advertising
media and determine which marketing channel is most effective.

Tactical marketing often involves generating leads, building websites, placing ads, and
following up. It includes advertising, sales promotions, and other activities that directly
support your strategic marketing plan. And because your strategic marketing plan included
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 employed in

combination. Your marketing plan starts with a strategy and followed by detailed tactics.
The presence of both forms of marketing is essential to the success of your marketing.

Which one will grow your business? Strategic marketing.

Most companies start with tactical marketing by choosing activities such as email, pay-per-
click, SEO, social media, trade shows, etc. This is a big mistake!

Starting with tactical marketing without first addressing strategic marketing is like building a
house without a blueprint. It's based on a strategy of hope which is guaranteed to fail.
To get the highest impact on your marketing spend, start with strategy, then move to tactics.
Strategy drives growth. Ignoring strategy and starting with tactics is like burning a pile of
cash in your parking lot.