A resident of Connecticut, John Finneran has been working in sales and marketing for over three decades. A graduate of Connecticut College, he consults with startups about marketing and sales plans. Connecticut’s John Finneran also previously served as marketing manager for BIC Consumer Products and Unilever Home and Personal Care.
Marketing managers are responsible for controlling and planning marketing programs, strategies, and tactics that create demand for products and services. Many people use the terms marketing strategy and marketing tactics interchangeably, despite the fact that they are two different concepts.
Strategy is typically quite broad and focuses on the big picture. Within marketing strategy, companies identify their long-term goals for expanding their customer base. The strategy answers such questions as why a business is investing in marketing efforts and what brand messaging sets the business apart from competitors. Without a strategy, teams lack clear direction and often engage in random acts of marketing, like joining the latest social media network without knowing why.
Meanwhile, marketing tactics are the ways that these strategies are put into action. For instance, investing in a CR, creating a website, and writing blog posts are all marketing tactics that support the long-term goals set out by the marketing strategy. Tactics are responsible for reaching the target audience, but without a strategy to guide them, many businesses waste money on these random efforts.
