Marketing tactics are the specific actions or tools marketers use to implement their marketing strategy. They are the “how” of marketing, while the strategy is the “why.”
One of the biggest mistakes business owners make is to execute marketing tactics without a clear marketing strategy.
Examples of Marketing Tactics
Marketing tactics and channels are the tools and platforms used to reach and engage your target audience.
Here are some examples of marketing tactics:
Traditional Marketing Tactics
- Print Advertising – Using print media (like newspapers, magazines, or billboards) to reach a target audience.
- Television Advertising – Creating and airing TV commercials to promote products or services.
- Radio Advertising – Using radio to reach a target audience with audio ads.
- Direct Mail Marketing – Sending physical mail to target customers, such as postcards, letters, or catalogues.
Digital Marketing Tactics
- Search Engine Optimisation (SEO) – Improving a website’s visibility in search engine results pages (SERPs) to attract organic traffic.
- Pay-Per-Click (PPC) Advertising – Paying to display ads on search engines or other websites.
- Social Media Marketing – Using social media platforms to engage with an audience and promote products or services.
- Content Marketing – Creating valuable content (like blog posts, videos, or infographics) to attract and retain a clearly defined audience.
- Email Marketing – Sending targeted emails to promote products, services, or events.
Sales Promotion Tactics
- Discounts and Sales – Offering reduced prices to attract customers.
- Coupons and Vouchers – Providing discounts or incentives to encourage purchases.
- Loyalty Programs – Rewarding customers for repeat business.
Public Relations (PR) Tactics
- Press Releases – Distributing news releases to media outlets to generate publicity.
- Media Relations – Building relationships with journalists and influencers to secure media coverage.
- Crisis Communication – Managing crises and negative publicity to protect a brand’s reputation.
Strategy Before Tactics
While the above tactics are proven actions taken to achieve marketing goals, a clear strategy provides the overarching framework that guides these actions.
Businesses that neglect the importance of a robust marketing strategy in favour of isolated tactical approaches risk squandering valuable resources and undermining their long-term sustainability and brand-building efforts.
Strategy Guides Tactics
A well-crafted marketing strategy is the foundation upon which effective tactics can be built. It defines the target audience, articulates the brand’s position (unique value proposition), and outlines the key messages to be communicated.
Without this strategic blueprint, marketing efforts can become disjointed and ineffective. Tactics implemented in isolation may yield short-term gains, but they fail to contribute to the overall brand narrative and long-term objectives.
Strategy Ensures Brand Consistency
A lack of strategic direction can lead to inconsistent messaging and brand dilution.
Brand consistency is essential to make your company more recognisable and build trust with your audience.
When tactics are executed without a cohesive strategy, the brand’s identity can become fragmented and confusing to consumers. This inconsistency can erode trust, diminish brand loyalty, and hinder the development of a strong brand reputation.
Do Not Build a House Without a Blueprint
Marketing tactics without a sound strategy are akin to building a house without a blueprint. While individual tactics may appear impressive, they lack a comprehensive marketing strategy’s structural integrity and long-term vision.
By prioritising strategic thinking, businesses can ensure that their marketing efforts are aligned with their overall business objectives, drive sustainable growth, and build enduring brands that resonate with their target audience.
