I recently said that marketing is strategy and advertising is tactics…
I’m sure there were people that were scratching their heads, but probably even more that were just plain put off by the concept…because so much of what is termed “marketing” now is really just advertising dressed up with a new name.
Here is the thing about tactics…they are actions. Actions are how you achieve the goals of your strategy. The thing is, actions are even more important than the strategy…especially if you have a really great strategy.
Unfortunately, too often…we don’t have any such thing going on. So actions are taken without strategy, actions are taken without strategy…and on and on and on.