The first distinction that should be made is the distinction between Strategic and tactical marketing.

Strategic marketing has to do with what you say, how you say it, and who you say it to. In other words, it’s the content of your marketing message.

Tactical marketing is the execution of your strategic marketing plan as far as generating leads, placing media, creating marketing tools, and implementing a follow up system. In other words, it’s the medium your message is delivered in.

The distinction between strategic and tactical marketing is huge. Most people mistakenly assume that when you talk about marketing that you’re automatically talking about tactical marketing–-placing ads, generating leads, sending out mailers, attending trades shows, creating brochures, implementing a follow up system, and so forth. They fail to realize that the strategic side of the coin–-what you say, how you say it, and who you say it to–-is almost always MORE important than the marketing medium WHERE you say it.

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