Strategic Marketing vs. Tactical Marketing
Simply put strategic marketing deals with the content of the marketing message, that is, what is said, how it is said and to whom it is said. Tactical marketing is the way or means used to implement the strategic plan, that is, creating marketing tools, choosing the type media to use, generating leads and following up. Most people fail to realize that the strategic side of the equation is the most important. This is especially true with online marketing, because people will not visit a web-site or click through an add unless there is a compelling reason to do so. That reason is most often relevant and useful content that the individual is searching for on line.
Strategic Marketing Goals
Strategic marketing goals usually include increasing sales, increasing revenues, increasing market share, segmenting the market, and creating a new brand, product or position in the marketplace. A good example of a marketing strategy is to increase sales and revenues by a certain percent over the course of a year by providing relevant and useful information to customers and potential customers about the products and services being offered, thereby generating more interest in the products and services resulting in increased sales and revenue. The tactic used to deliver the information is not as important as the information itself (i.e., e-mails, newsletters, blog posts, article marketing, etc.). No matter how it is delivered if the information is not perceived as being relevant and useful to the recipient it will not produce the desired results. The recipient will lose interest and simply ignore the message, but on the other hand if the recipient finds the content to be of value he or she will be more likely visit the web-site or landing page, which are desired actions that will eventually lead to increased sales and revenues. Strategic marketing involves tactical adjustments to price, position and actual products or services to help achieve the strategic goals, but it is the strategic marketing that is most important to selling the product.
Once the strategies marketing plan is established the tactics to be used for implementing the strategic plan must be determined. The tactics include the means by which the message is delivered, i.e., e-mails, newsletters, blog posts, article marketing, social media, etc. If a certain tactic is found to be ineffective changes can be easily made without changing the strategic plan. For example, stop making blog posts because they are not generating results and are a waste of time and effort, but increase social media marketing efforts on Facebook, where customers have been leaving favourable comments.
Know Your Customers
To create both the strategic plan and tactical plan, detailed customer profiles are needed. Without detailed information concerning the age, gender, marital status, geographic location, educational level, occupation, income range and other information about current customers, and those being targeted as potential customers, it will be impossible to create meaningful strategies and tactics for implementation. Customer demographics are necessary for identifying the target market (strategic planning) and for choosing the correct market channels and other means (tactical planning) for reaching that target market.