Brands must create strategies for each tactic and execute relevant actions to ensure its effectiveness.
For businesses to implement strategies, they should develop tactics in conjunction with their strategy. The article notes a strategy is a product of "evolving tactics" implemented to achieve business goals with the best possible ROI.
With strategies more focused on the "why", and tactics emphasising the "how", each tactic helps achieve the core strategy, which in turn is aligned with the business goals. For example, digital marketing is a tactic that supports the longer goal of online growth.
A website goal of achieving 10% sales growth in the next 12 months requires an SEO strategy, including tactics like organic optimisation and paid advertising. Further, each of these tactics is followed by its specific strategies. Organic optimisation requires strategies like on-page optimisation and local optimisation.
[6 minute read]