In the simplest terms strategy means a plan or a scheme. On the other hand, tactics include the devices and tools that are used to execute a strategy.
In online advertising parlance. strategy helps to decide the market segment that you want to target and that is the ultimate goal. While the tactics involve the entire set of tools that are used to reach that goal.
Many companies have a great strategy but do not have clear tactics. Then again, some have great tools and short term plans and resources but do not have a long term plan in place. In both situations, the business does succeed. So what is needed is that your Strategy and tactics should be aligned to one another. Strategy and tactics need to work together towards the main aim of the company. Based upon your strategy you can decide about which London advertising agency is best for you, that can help you use the best tools to achieve that vision for you.
Using the best tactics without a plan in place will not achieve anything. First, create a strategy for your marketing. What is the ultimate objective of the marketing project? Who is your target consumer? Which segment of the market do you want to reach out first? Based on the answers to these questions devise your tactics.
Strategy remains the same throughout your project. But you can change tactics anytime during the process. These are modified according to changing situations. You need to use the best tools available to you. The best resources and the best short term plans should be used efficiently to execute the strategy.
Then onwards you keep checking on the implementation of tactics, and if any tool does not work then you can improve it or change it completely.
So we know now that strategy and tactics are two different aspects of a long term goal but both need to be aligned to work together to reach the ultimate of success.