Strategic Marketing VS Tactical

Marketing
Marketing is the action a company
takes to place a product in front of a
potential customer. The goal of marketing
is to convert potential customers into
actual, paying customers. Two important
marketing concepts are tactical and
strategic marketing. Tactical marketing is
all about taking action, and strategic
marketing is all about the thought process
behind the action. Balancing these two
strategies together makes for an effective
marketing campaign.
 STRATEGIC MARKETING
The term “strategic marketing”
refers to the content of a marketing
campaign, what the information is, how the
information is presented and whom the
company is targeting with that information.
Strategic marketing is all about taking time
to understanding the customer, what is
important to the customer and why he
purchases specific items. Strategic
marketing allows companies to provide a
solution to a customer’s needs.
 Strategic marketing is the larger,
more overarching form of marketing,
and it involves selling your products or
services in a way that helps you
achieve a goal. It considers all of the
long term goals your company has in
mind.
This kind of marketing
doesn’t just involve your marketing
team, but instead, requires the input
of your whole team in order to
consider whether or not your long-
term goals are realistic.
 For example, if one of your
goals as a company is to expand your
demographic, it is important to gain
insight from your financial
department as to whether or not you
have the funds necessary to reach this
goal. You might also consider talking
to your design department to discuss
whether or not they can carry out the
necessary design projects.
What are the GOALS of Strategic
Marketing?
The goals of strategic marketing
and tactical marketing are the exact
same; it is in the action that they differ.

Some examples of goals that

you might consider for your strategic
marketing would be, increasing your
company’s sales, creating a new brand,
taking on new demographics, or
expanding your business.
TACTICAL MARKETING
The term “tactical
marketing” refers to the actions a
company takes in order to market a
product. These actions generally
include generating leads, placing
ads, building websites, creating
brochures and other mailings and
implementing a follow-up system.
Tactical marketing is the way the
product is placed in front of
potential customers.
 Tactical marketing is all of the
detail that goes into the wireframe of your
strategic marketing plan. Rather than
looking at the overarching goals for the
company, tactical marketing focuses on all
of the detailed actions you need to take to
reach those goals.

While strategic marketing

considers the goals for the company,
tactical marketing focuses on small
details that will help to make the goal a
reality.
 Instead of the whole team
working on the tactics of the
marketing scheme, each will be
handed off to its rightful marketer.
For example, if the goal is to expand
your demographic, and your strategy
is to create a new design for your ad,
the design department will take on
this element. If another part of your
strategy is to spend more money
marketing to a wider range of
customers, your financial department
will be working on this tactic.
 What are the GOALS of
TACTICAL Marketing?
As previously stated, tactical
marketing is based off of your strategic
marketing plans.

This means that your tactical

marketing is going to be far more detailed
than your broader, strategic marketing goals.

Some goals that you may have would

be to change your product, spend more or less
money on any part of your marketing efforts,
promote your product differently, or change
the price of your product.
THE PROCESS OF STRATEGIC AND
TACTICAL MARKETING
 Know the Customer
Effective advertising and
marketing promotions generally follow an
equation, and that equation begins with
strategic marketing. A company first
needs to know their target customer.
Without this information, the marketing
campaign cannot successfully entice the
customer to take an action, such as
purchasing the marketed product.
Knowing the target customer gives an
edge to be able to implement a successful
marketing campaign.
 Engage the Customer

Once a company understands

the target customer, the next step is to
place the product in front of the
customer in a way that demands
results. Understanding the customer
allows the company to expose the
customer to the product in a way that
she responds to and in a way that is
tailored to fit her needs. Doing this, the
customer feels engaged, in control and
she is more likely to purchase the
product.
 Combine the Strategies
The fault of many marketing campaigns is only
using tactical marketing strategies. Many companies do
not take the time to fully understand their target
customer, thus causing the campaigns to needlessly
fail. Ignoring the strategic part of the marketing by
working hard to complete important tasks, such as
placing ads and building websites may seem effective;
however, without thought behind the action, this
approach is actually ineffective. The problem with
implementing only tactical marketing strategies and
not putting any additional thought into the marketing
campaign is the conversion rate from potential
customers to actual customers. Without targeting the
marketing, companies may be widely distributing
marketing materials to the wrong potential customers.
The marketing campaigns that accomplish their goals
are generally the ones that combine both strategic and
tactical marketing strategies.