Marketing Strategy Vs. Tactics - Identifying the Significance
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The document discusses the difference between marketing strategy and tactics. Marketing strategy is a long-term game plan that defines business objectives, goals, budget, target audience, messaging, media channels and metrics. Marketing tactics are short-term actions used to promote products and services. While tactics can provide short-term results, a strategy is needed for sustained success by providing direction, preventing distractions and ensuring tactics align with objectives. The document uses Jimmy, a student who blogs about smartphones as an example, and explains how he lost popularity due to changing search algorithms rather than outside factors like competition.
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Marketing Strategy Vs. Tactics - Identifying the Significance
- 1. Himani Kankaria Marketing Strategy Vs. Tactics - Identifying the Significance Independent Digital Marketing Consultant & Head of Content - eComKeeda @himani_kankaria
- 2. Jimmy Meet a management student and a Smartphone- obsessed person MarketingStrategyVs.Tactics withHimaniKankaria
- 3. DISCOVER FEATURES EVERYDAY Blogs Everything and shares it with his friends in college and on social media Marketing Strategy Vs. Tactics with Himani Kankaria
- 4. HE STARTED SHARING MORE People loved his blogs Marketing Strategy Vs. Tactics with Himani Kankaria
- 6. Courtesy: support.google.com Visits to his blog decreased Even social media posts experienced less number likes, shares & comments. Marketing Strategy Vs. Tactics with Himani Kankaria
- 8. Why Jimmy lost his popularity? Due to Competitors? No new Features? People not interested in smartphones Marketing Strategy Vs. Tactics with Himani Kankaria
- 9. WHAT JIMMY DID? Marketing Tactics Actions he took to promote blogs MarketingStrategyVs.Tactics withHimaniKankaria
- 10. Marketing tactics alone can help you drive results only for a SHORT time. MarketingStrategyVs.Tactics withHimaniKankaria
- 11. DEFINITION Marketing Strategy A game plan of what you want to achieve and how MarketingStrategyVs.Tactics withHimaniKankaria
- 12. MISSION Marketing Strategy Business Objectives What do you plan to achieve in say from 1 to 5 years? Marketing Goals Convert business objectives into marketing goals to ensure you achieve marketing goals which ultimately leads to achieving your business goals MarketingStrategyVs.Tactics withHimaniKankaria
- 14. MONEY Marketing Strategy Budget Required How much you would need to invest in each marketing tactic and resources to achieve goals MarketingStrategyVs.Tactics withHimaniKankaria Resources Required Identifying the people and tools you would need to execute this marketing and achieve goals
- 15. Courtesy: Clarity Quest Marketing Example of Marketing Budget MarketingStrategyVs.Tactics withHimaniKankaria
- 16. MESSAGE Marketing Strategy MarketingStrategyVs.Tactics withHimaniKankaria Competitive & Distinctive Advantages Identifying why your target audience should buy product over your competitors' Target Audience Which people with what demographics, characteristics, and more you'll target
- 17. Courtesy: AdWeek - Nike's new ad on racism MarketingStrategyVs.Tactics withHimaniKankaria
- 18. MEDIA Marketing Strategy Marketing Tactics & Media Types Which marketing tactics and types of media will help you reach the target audience to achieve goals Channels to do Marketing What are the platforms you would target to reach to those target audience? MarketingStrategyVs.Tactics withHimaniKankaria
- 20. MEASURE Marketing Strategy Timeline to do Marketing When will the strategy and tactics be executed and for how long? Success Metrics Identifying the KPIs that would help you measure whether the strategy helped you achieve what you expected while defining MarketingStrategyVs.Tactics withHimaniKankaria
- 22. Implement your strategy and tactics efficiently with- Campaign Planner Where you document you entire marketing strategy & tactics Calendars Setting-up calendars for content & social media including media types Marketing Tools Tools that will help you implement your marketing tactics ROI Documenting the return on your investments or advertising Marketing Strategy Vs. Tactics with Himani Kankaria
- 23. Marketing strategy not only provides direction & vision, but also prevents you from distractions. MarketingStrategyVs.Tactics withHimaniKankaria
- 24. Himani Kankaria Doing things matters, but doing them the right way matters the most to achieve your goals. Independent Digital Marketing Consultant & Head of Content - eComKeeda @himani_kankaria