June 20


What are Marketing Tactics?

By Hanson Cheng

June 20, 2023

  • minute read
  • Last Updated on June 20, 2023 by Hanson Cheng

    Marketing tactics are the strategies and techniques employed by companies to promote their products or services to their target audience. These tactics are essential for increasing brand awareness, driving sales, and ultimately achieving business objectives. In today’s highly competitive market, businesses need to implement unique marketing tactics that appeal to their customers and differentiate them from their competitors.

    From content marketing to social media marketing and email marketing, there are various tactics available to businesses to help them effectively reach their target audience. This article will explore the different marketing tactics businesses can use to achieve their goals.

    How Marketing Tactics are Used in Business

    Marketing tactics refer to the strategies that businesses use to promote their products or services to their target audience. These tactics are designed to capture the attention of potential customers and persuade them to make a purchase or take a specific action. Marketing tactics encompass a wide range of activities, including advertising, social media marketing, content marketing, public relations, email marketing, and search engine optimization.

    The purpose of marketing tactics is to generate leads, increase brand awareness, boost sales, and build customer loyalty. A successful marketing campaign is one that effectively communicates a company’s message to its target audience and motivates them to take action. It is essential to understand the target audience’s needs, wants, and preferences to design effective marketing tactics.

    Marketing tactics are constantly evolving in response to changes in consumer behavior and advances in technology. The rise of digital marketing has fundamentally changed how businesses approach marketing and led to the development of new marketing tactics, such as influencer marketing and chatbots.

    Effective marketing tactics require careful planning, execution, and evaluation. Companies must develop a marketing strategy aligning with their business goals and target audience. They should use data and analytics to measure the effectiveness of their tactics and make informed decisions about future marketing efforts.

    The Importance of Marketing Tactics

    Marketing tactics play a crucial role in the success of any business, regardless of its size. In today’s highly competitive world, it is essential to have a strategic marketing plan in place to differentiate oneself from the crowd and gain a competitive advantage. Marketing tactics are the methods and techniques used to reach a target audience and promote a product or service. They often involve advertising, public relations, sales promotion, and digital marketing.

    Effective marketing tactics can help businesses identify new customers, retain existing customers, and increase sales. Furthermore, marketing tactics can help establish an organization’s brand identity and increase brand recognition, which is essential for long-term growth and sustainability.

    Different Types of Marketing Tactics

    Before understanding marketing tactics, it is essential to comprehend the different types of marketing tactics employed in the industry. There are several categories of marketing tactics, from traditional to digital, and they can be used to achieve different objectives, such as lead generation, brand awareness, sales, and brand loyalty. Some of the traditional marketing tactics include print advertising, direct mail, billboards, and radio & television ads. These tactics might have a larger scope, but they can be expensive, and the targeting might not be as precise as in some modern techniques.

    In contrast, several digital marketing tactics are available, including social media marketing, search engine optimization, pay-per-click ads, and email marketing. These methods are cost-effective, trackable, and produce an instantaneous response. However, they require substantial digital marketing capability, knowledge, and expertise to execute effectively. Furthermore, content marketing is one of the most effective and popular marketing tactics, particularly in the digital age. It includes creating and publishing valuable, relevant, and engaging content to attain and retain a targeted audience to drive profitable consumer action.

    Moreover, guerrilla and event marketing are non-traditional marketing tactics several businesses utilize. The former employs unconventional and low-cost marketing tactics to gain maximum attention from the targeted audience. In contrast, the latter involves using an event to promote a product or service. The event could be anything from a sale to a fundraising event to gala dinners. These options allow businesses to mix things up, generate a buzz, and stand out in their industry.

    Finally, influencer marketing is one of the most popular tactics in the digital age. It involves using social media influencers to promote a product or service. Social media influencers are individuals with the ability to impact how their audience makes purchasing decisions. The concept of influencers has exploded in recent years, largely due to the growth of social media use and consumers’ shift towards online purchasing. Influencer marketing comes in the form of sponsored posts or reviews.

    Implementation of Marketing Strategies


    Thorough research is a crucial step in implementing any marketing tactics. The research process involves several stages: identifying the target audience, analyzing the competition, understanding the product or service being marketed, and examining industry trends and changes. Target audience research includes understanding their demographics, psychographics, preferred channels of communication, and buying behavior. Analyzing competitors is imperative if one is to determine the unique selling points of the product or service.

    This knowledge can be incorporated into the marketing strategy to help distinguish the product from its competition. Marketers must also thoroughly understand the product or service they are marketing, including its features, benefits, and the problem it solves for the customer. Industry trends and changes must also be monitored through constant observation of the market environment, keeping the marketer up-to-date with developments that could impact the marketing strategy. Research findings culminate in the development of a marketing strategy, which is implemented through tactics that align with the research.


    One of the most critical aspects of any successful marketing campaign is budgeting. This involves allocating resources in a way that maximizes return on investment. First and foremost, it’s essential to determine the overall budget for the campaign. Typically, this will be a portion of the company’s overall marketing budget or a separate budget set aside specifically for the campaign. Once the budget is determined, it’s important to allocate funds to the various channels that will be used as part of the campaign.

    One way to approach budgeting is to use a top-down approach, starting with the overall budget and then dividing it among the various channels based on historical performance, industry benchmarks, and other relevant factors. Another approach is a bottom-up approach, which involves researching the costs of each channel and determining which are most likely to deliver the desired results. Both approaches have their advantages and disadvantages, and the best approach will depend on the specific circumstances.

    It’s important to remember that marketing budgets are not set in stone and should be adjusted based on actual performance. If a particular channel is underperforming or another channel is overperforming, it may be necessary to shift resources to maximize results. Additionally, monitoring expenses closely and ensuring the campaign stays within a budget is essential.

    Budgeting can be a challenging task, especially for small businesses with limited resources. However, it’s crucial to strategically allocate funds to ensure the campaign is as effective as possible. By developing a well-thought-out budget and regularly monitoring expenses, businesses can maximize their return on investment and ensure that their marketing efforts are successful.


    When it comes to implementing marketing tactics, execution is a critical component. The execution phase involves putting all plans and strategies into action. It’s vital to ensure that all tactics are correctly executed from the beginning to the end. Execution involves teamwork, and everyone involved must clearly understand their role in achieving the set goals. Marketing teams should ensure that they have an exceptional culture where every member is accountable for their actions.

    Furthermore, the implementation phase requires a keen focus on monitoring and evaluating all tactics’ performance, enabling the marketing team to adjust and optimize their approach. A notable aspect of execution is considering the targeted audience and how to reach them effectively. Therefore, marketing teams should have an in-depth understanding of their target audience. For instance, they can segment customers according to their preferences and buying behavior.

    Understanding the target audience will help in determining the best marketing channels to use when executing the tactics. In addition, the marketing team should ensure timely and consistent communication with the target audience. Social media platforms have revolutionized how businesses communicate with their current and potential customers. Therefore, marketing teams should leverage social media to reach out to a broader audience.

    It’s also essential to track your progress during the execution phase using Key Performance Indicators (KPIs) such as website traffic, click-through rates, and conversion rate. Tracking KPIs allows marketing teams to gauge the effectiveness of their tactics. 

    Measurement of Results


    Measuring the effectiveness of your marketing tactics is crucial for determining whether you’re achieving your business objectives. Metrics provide detailed insights into your marketing campaigns’ progress by highlighting what’s working and what’s not. It’s important to select metrics that align with your business goals and objectives. A common metric used by marketers is conversion rate, which measures the percentage of website visitors who become paying customers.

    Another important metric is customer acquisition cost, which determines how much it costs to acquire each new customer. To calculate customer acquisition cost, divide the total cost of your marketing campaigns by the number of new customers acquired. Other popular metrics include return on investment, which calculates the profitability of your marketing campaigns, and customer lifetime value, which determines the total amount of money a customer will spend on your products or services.

    You can also track brand awareness metrics to determine how well the market recognizes and perceives your brand. These metrics may include social media engagement, website traffic, and search engine rankings. Overall, measuring the right marketing metrics is vital for understanding the success of your marketing tactics and making data-driven decisions to optimize your future campaigns.


    When measuring a marketing campaign’s success, it is essential to analyze the data and metrics thoroughly. One of the first steps in this analysis is identifying the campaign’s key performance indicators (KPIs). These may include metrics such as website traffic, conversion rates, click-through rates, and social media engagement. Once the KPIs have been established, it is crucial to track them over time to gauge the effectiveness of the campaign and make any necessary adjustments.

    In addition to tracking metrics, it is also essential to conduct a thorough analysis of the target audience. This analysis may include demographic data such as age, gender, location, and income level. It may also include psychographic data such as interests, values, and purchasing behaviors. By understanding the target audience, marketers can tailor their messaging and campaigns to better resonate with their intended audience.

    Another crucial aspect of marketing analysis is competitor research. Marketers can gain valuable insights into their campaigns by analyzing the strengths and weaknesses of competing brands and campaigns. This research may include analyzing competitor messaging, social media strategies, and search engine optimization tactics. By identifying areas where competitors excel, marketers can adjust their own strategies to stay competitive.

    Finally, it is crucial to analyze a marketing campaign’s return on investment (ROI). This involves calculating the overall revenue generated by the campaign and comparing it to the total cost of the campaign. By calculating the ROI, marketers can determine whether a campaign was successful and make informed decisions about future campaigns.

    In summary, effective marketing measurement involves a comprehensive analysis of metrics, target audience, competitors, and ROI. This analysis is essential in determining the success of a campaign and making informed decisions about future marketing strategies.


    Measuring the success of a marketing campaign is crucial to determine its effectiveness and make necessary adjustments. There are several metrics to consider when examining the success of a marketing campaign, such as traffic, conversions, and engagement. Traffic refers to the number of visitors to a website, while conversions refer to the number of visitors who take a desired action, such as filling out a form or making a purchase. Engagement measures the level of interaction between visitors and the website or social media platform, including likes, shares, and comments.

    In order to make adjustments to a marketing campaign, it is important to analyze the data collected from these metrics. This analysis can help determine which strategies are working and which may need to be modified. A common adjustment in marketing campaigns is focusing on the target audience. By revising the target audience, marketers can improve their ability to reach potential customers and increase the effectiveness of the campaign.

    Another adjustment that can be made is the messaging used in the campaign. Altering the wording of advertisements or adjusting the tone of social media posts can have a significant impact on the success of a campaign. In addition, adjusting the timing and frequency of marketing efforts can also be effective. By experimenting with different times and frequencies of marketing messages, marketers can better determine the most successful way to reach their target audience and improve the effectiveness of the campaign.

    When making adjustments to a marketing campaign, it is important to continue collecting and analyzing data to ensure that changes are having a positive impact. By monitoring metrics regularly, marketers can identify when adjustments need to be made and quickly respond to changes in the market or target audience. Adjusting marketing tactics based on data analysis is essential to achieving a successful campaign.

    Marketing Tactics – FAQs

    1. What are marketing tactics?

    Marketing tactics are specific actions or strategies used by businesses to promote their products or services. These tactics may include advertising, public relations, social media, email marketing, and content marketing.

    2. How are marketing tactics different from marketing strategies?

    Marketing tactics are the actions taken to promote a product or service, while marketing strategies are the overall plan that guides those actions. Marketing strategies may include target audience, messaging, and budget, among other elements.

    3. What are some examples of marketing tactics?

    Examples of marketing tactics include social media advertising, email marketing campaigns, pay-per-click advertising, search engine optimization, content marketing, influencer marketing, and experiential marketing.

    4. How do businesses determine which marketing tactics to use?

    When choosing marketing tactics, businesses should consider their target audience, marketing budget, goals, and resources. They may also analyze demographic data, competitor strategies, and market trends to determine the most effective marketing tactics for their specific needs.

    5. Can marketing tactics be used for both online and offline promotions?

    Yes, marketing tactics can be used for both online and offline promotions. For example, businesses may use social media advertising and email marketing for online promotions while using billboards and direct mail campaigns for offline promotions.

    6. How important is it to continuously update marketing tactics?

    It is important to continuously update marketing tactics to stay current with changing market trends and customer preferences. Regularly evaluating and adjusting marketing tactics can help businesses stay competitive and maximize their marketing ROI.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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