A Look at Marketing Strategy, Objectives and Tactics

A successful Chief Marketing Officer (CMO) will have a firm grasp on their marketing strategy, objectives and tactics for executing initiatives that should be aligned with both their marketing objectives and overarching business goals. However, these are often confused because multiple strategies, objectives and tactics can support multiple goals.

Want to learn how you can solidify your strategy, objectives and tactics to build a great marketing plan? We dissect these components of a marketing plan with accompanying examples to help you stretch each to its maximum capacity.

Marketing STRATEGY

Definition: An organization’s strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. A specific marketing strategy is the way or approach you are going to reach the overarching marketing and business goal.

Example 1: Drive brand awareness to become the “go-to” source and known authority on [industry of expertise].

Example 2: Facilitate organizational growth and enable sales through a strategic and measurable marketing platform to drive online and offline leads.


Definition: The group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers, providing information about product features, and reducing consumer resistance to buying the product. Objectives should ideally be specific, quantifiable and include a time frame.

Example 1: Increase the frequency and mediums in which success stories and use cases are shared for at least one per quarter.

Example 2: Optimize the website, news releases and all content to yield positive search engine results. Increase website traffic by 10% per month.

Marketing TACTIC

Definition: Tactics are tasks or sets of strategic methods intended to promote the goods and services of a business with the goal of increasing sales and maintaining a competitive product. Good marketing tactics typically result in substantial customer satisfaction while facilitating the business in focusing its limited financial resources in the most efficient manner to maximize the effective promotion of its products.

Example 1: Create systematic ways to solicit success stories and use cases from past, current and future clients.

Example 2: Identify and use keywords for SEO and to drive organic website traffic. Implement keywords and optimize all content.

If you are struggling with your marketing efforts, or not getting the results you desire, call Christina Motley today. Her team delivers on-point marketing strategies and results to achieve your marketing and business goals. 919-208-0963 or www.christinamotley.com