marketing in traffic by brian branca

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Significant time is spent crafting, implementing, measuring, & adjusting these two.  Suprisingly, even more time is spent debating what a strategy or tactic is.  The interest of clearly distinguishing the two, but showing how they are interdependent is the inspiration for this post.  I feel it is important to also enter plans, objectives, & goals into the conversation.

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu (Chinese General, circa 500 BC)

Separating the Two: Strategy & tactics are often confused although both play integral parts in achieving predetermined objectives & goals.  They are relative & should not be in conflict.  It is vital to have agreed-upon objectives & goals prior to developing the strategy & the tactics that will drive it.  The right strategy makes any tactic work better & puts less pressure on executing your tactics perfectly.

Plan: The combination of objectives, strategies & tactics.

• Specific articulation of how the tactics will support the strategies that will achieve the objectives in time.
• The rationale that supports this course of action.

Objective: Something toward which effort is directed; an aim, goal, or end of action.

Goal: The end toward which effort is directed.

Strategy: Derived from ancient Greek word strategos, meaning general.  It was originally the art of the general or the art of preparing troops for battle, thus the art & science of what.

• Strategy is an overall or long term plan of action designed to achieve a particular goal, which may involve complex patterns of individual tactics.
• Many strategies may be employed to reach a goal/ objective.

Tactics: Derived from ancient Greek word taktihos, meaning fit for arranging or maneuvering.  It referred to the art of moving forces in battle, thus the art & science of how.

• Tactics are the actual means used to reach a goal, a method employed to help achieve a certain goal; a set of actions taken to fulfill a strategy.

Example

• Objective: RadioShack wants to be the #1 shopping site for mobile phones.
• Strategies: Increase visibility online, keep Radioshack top-of-mind.  Educate consumers.
• Tactics: Secure more media inventory on major portals & other high-trafficked sites (using both branding & direct response), maintain top placement on search terms commonly used during the beginning of the purchase cycle, offer affiliates better commissions to secure higher placement, utilize email marketing to increase repeat purchases, connect with the customer through social media channels.

If this was previously unclear, hopefully it has provided some insight.  If this was nothing new to you, hopefully you learned more about Sun Tzu…or something.