Strategic Vs. Tactical Marketing
“The best marketing doesn’t feel like marketing,” a powerful quote by Tom Fishbourne, the Founder and CEO of Marketoonist. Now, I know what you are thinking, and you might even ask the question, “how can successful marketing not be marketing at all?” The reason is that marketing is a shared value experience between a business and a customer. Your product or offering must connect to organizational goals, initiatives, or growth plans to effectively solve problems and yield solutions. When this happens, a customer no longer sees you or your brand as just a provider of a solution – instead, they see you as a trusted partner who they can count on. In summary, it is the foundation and development of a meaningful relationship that works to benefit each side.
But where does this journey begin? It begins with a market-driven brand.
Prospects and customers identify with brands because of the impact they have had on their lives. In other words, they’ve gained a transformational experience. Some may say that a brand’s entire meaning is a slogan or a motto. However, this is an oversimplification because a brand is more than just words or “rational facts.” It is a commitment to resolving the pain points of a set of customers. For this reason, it is critical to define your marketing strategy in order to maintain consistency and elevate your brand.
Defining your marketing strategy entails layering your individual marketing campaigns, so that they encompass the entire buyer’s journey, from awareness to the action of a specific segment. By honing the needs of a segment, the brand, and the product by extension, are able to carve out a meaningful share of the market. However, before we focus on capturing a market, we must first understand how our business goals and customer goals merge to create value because this will drive our decisions. As a result, creating the necessary pieces that keep the business running and maintain the brand’s identity in the ever changing digital landscape are absolutely imperative.
In the fast-moving world of marketing, marketing specialists across a range of different industries find themselves mesmerized by the phrases, terms, and straight jargon that get tossed around from conversation to conversation. Oftentimes, for beginning marketing specialists, it can be difficult to keep track! And when it comes to some of these marketing terms, phrases, and jargon, we always need to be sure that we’re well aware of the differences between them, so that we can ensure our market strategies drive conversions, hit all of our targeted KPIs, and ensure a speedy ROI all across the board.
Even more so, social media has changed the ways in which we reach customers forever. As of now, we must continually reach out to our customers or face the possibility of not being top of mind. However, in creating these messages, we must consider the fact that prospects and customers will not always go to our distributed messages for information. Their search will take them to sources inside and outside of our brand. Thus, placing an importance on the strategies and tactics that effectively capture and nurture prospects.
Strategic and tactical marketing work in tandem to convert prospects into customers. However, if we do not understand the difference between each of them, we will miss a critical opportunity to measure and optimize processes. Results and success are wonderful, but if we do not know what enabled them, we are creating additional challenges towards effectively adapting to the rapidly changing marketing landscape. Marketing is an iterative process; and for this very reason, we must know if our marketing strategies or our marketing tactics require change – or maybe even both!
So, What’s The Difference?
Let’s begin with strategic marketing. Chron.com describes it as, “selling your product in such a way that you achieve a goal.” While that sounds rather self-explanatory, let’s dive a bit deeper. The goals that you’re looking to achieve can include anything from sales, revenue, market share, establishing a new brand, filling a market void, etc. In essence, they’re conceptual goals designed to help gain a better understanding of your customers and how they receive your products.
Now,tactical marketing, on the other hand, is a bit more specific. Tactical marketinginvolves designing a strategy to help you achieve the goals that you set out in your strategic marketingplan. So, if you’re looking to increase sales, you’ll want to get your product out into your target market more effectively, or perhaps even explore new markets. If you’re looking to fill a market void, figure out what type of product or service is going to fill it, and get to work!
How Does It Al Come Together?
In recent years, marketing specialists across industries have begun to integrate technology into their marketing efforts, including both their strategic andtactical marketing efforts. However, because technology and innovation have been moving at an astronomical rate, marketing strategists and specialists are forced to quickly adapt and embrace new methods to ensure that they’re doing everything they can to not only identify their target markets, but to also reach them through their strategies.
Big data, for example, has completely transformed the ways in which marketing specialists go about their day to day routine. Customer data is everywhere. Websites collect data, mobile apps collect data, and even POS systems in storefronts and restaurants collect data. Now, with all of this data, how can a marketing specialist use it to their advantage?
Hbr.org says, “marketers understand consumers’ basic drives – such as the desire to achieve, to find a partner, and to nurture a child – motivations we call, ‘universal human truths.’” Now, with that said, today’s leading companies and brands excel in their approach to marketing because they’ve looked at the data-supported ‘universal human truths,’ and have figured out how to incorporate these desired within their marketing strategies. They understand how to appeal to “emotional benefits,” and “societal benefits.”
Without this understanding, businesses simply wouldn’t be doing enough to connect with their customers on a deeper level – one that our day and age requires. Strategic marketing and tactical marketing is where it all begins! Identifying goals and designing a strategy to achieve them!