Objectives, Strategies and Tactics - What's The Difference?

Posted on: February 26, 2014 by Nettel Media

Category: General

Objectives, Strategies and Tactics - What's The Difference?

Setting goals and working towards accomplishing them is integral to any marketing strategy. For some, this may seem like an easy task. However, there are specific elements that must be incorporated to help keep you on track. These are objectives, strategies and tactics. They sound kind of similar don’t they? They aren’t. Read on to see the differences between them and how to work towards a better communications plan.





Objectives are the foundation of your plan, what you would like the results of your plan to be. They should be SMART ones: specific, measurable, achievable, timely and realistic. If you are a small business, saying “Acquiring 10,000 new clients in three months” is not the best goal. A SMART goal may be “Acquiring ten new clients within six months by networking at local events and expanding our social media presence.”



A good strategy is a high lever deliverable that explains how you will achieve your objective. For example: “Informing clients of our new promotional package through a social media marketing campaign.”



A tactic is a very specific action that is closely related to the strategy. In this case “Hosting a week long contest on Facebook and Twitter in which the audience must invite friends to the page to enter.”


Once you have an understanding of the importance and differences between objectives, strategies and tactics, your plans will become more strategic and successful as a result. Creating a marketing plan will help you become more accountable for the success and effectiveness of your strategy, and by setting SMART goals, can help you measure and plan for the next campaign.


Want some more information on creating a marketing plan? Thinking of using video as a part of your plan? Contact us, we’d love to give you a hand.



(Image via lowjumpingfrog on Flickr)

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