Simple difference between marketing objectives, strategy and tactics

graph showing revenue targetsApril is the new financial year for many of us and, if you’ve been too busy finishing up last financial year to plan for the next, here is a very short post about marketing planning.

All good marketing plans are based on the logical flow of marketing objectives from which marketing strategies are created and then the marketing tactics (activities) devised that will deliver these strategies and objectives.  All three link together.

So, what is an objective, strategy and tactic?  Here’s my very unashamedly simple explaination of the difference between the three:

  • objective – get to London
  • strategy – fly there
  • tactic – book my ticket

To put a marketing slant on this another example might be:

  • objective – achieve £1,000 of sales
  • strategy – sell 10% more of widget A to customer group 1 (Cumbrians)
  • tactic – attend event in Cumbria in June

When doing your marketing planning it can be very tempting to dive straight in to deciding what marketing activities you want to spend your time and money on in the coming year. 

However, to do this runs the risk of you being very busy and working very hard while not achieving what you set out to at the beginning of the year.

Never a good thing for a start up business.

Advertisements

About Janet Harkin

A freelance marketing consultant currently working on some interesting projects. From Cumbria but live in Donegal, NW Ireland - both equally beautiful parts of the world. I love being busy, my boys, fresh air and Led Zeppelin. I also like marketing - the strategic challenges as well as the of-the-moment campaigns.
This entry was posted in Uncategorized and tagged , , , . Bookmark the permalink.

2 Responses to Simple difference between marketing objectives, strategy and tactics

  1. Pingback: Measuring your marketing effectiveness | Give it some sparkle

  2. Pingback: Measuring your marketing effectiveness | J Harkin Collection

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s