Marketing tactics and marketing strategy – what’s the difference?

Marketing tactics and marketing strategy are two separate marketing techniques that are often approached incorrectly. Marketing strategy is the way in which a business approaches the market. Businesses need to identify a specific unmet need in the market, with small competitive influence and focus all their efforts on dominating that niche.

Marketing tactics should follow strategy and are the way in which the marketing strategy is put into place. For example, if a fast food restaurant opens next to a university with hungry students, the marketing strategy is the location, the marketing tactics could be sponsoring a university club or putting an ad or promotion in the university magazine.