Today we’re talking about strategy versus tactics—the classic digital marketing mix-up. It’s kind of like confusing a recipe with the act of cooking. One tells you what you’re making and why it matters; the other involves a lot of chopping, stirring, and hoping you didn’t forget the salt.
So let’s clear this up, once and for all.
Strategy: The “Why” Behind the Work
Let’s start at the top. Strategy is your master plan. It’s the big-picture thinking that connects your marketing efforts to your business goals. The why and the what. Why are we doing this? What are we trying to achieve?
This idea isn’t new. Carl von Clausewitz, the Prussian general who wrote On War back in 1832, described strategy as “the use of the engagement for the purpose of the war.” In plain English? You don’t fight battles just to fight; you fight them to win something bigger.
Same goes for marketing. You’re not running ads or posting on Instagram just to stay busy. You’re trying to grow market share, increase customer loyalty, or reposition your brand so Gen Z doesn’t think you’re stuck in 2009.
Say your goal is to win over younger consumers. Your strategy might be to position your brand as eco-conscious and socially aware. That’s your north star. Everything else flows from there.
One helpful framework for aligning your strategy is the McKinsey 7-S Framework. It’s a classic model that helps ensure all parts of your organization are aligned with your strategy.
Tactics: The “How” and “When”
Now let’s talk tactics. These are the actual moves you make. The campaigns, the posts, the paid ads, the emails. Tactics are the how and the when.
So if your strategy is to win Gen Z hearts through sustainability, your tactics might look like this: partner with eco-minded TikTok influencers; run Instagram ads featuring real customers using your product in ways that feel authentic; build a microsite that breaks down your supply chain so clearly even a distracted college student can follow it.
Tactics are specific. They’re measurable. And they’re usually short-term. You can change them quickly if something’s not working. That’s kind of the point. They’re flexible, but they’re also meaningless without a strategy to guide them.
Strategy Is the Map. Tactics Are the Steps.
Let me put it this way. If you’re going on a road trip, strategy is the map. It tells you where you’re headed and why you’re going there. Tactics are the gas stops, the playlists, the snacks. You need both. But if you’ve got snacks and no map, you’re just aimlessly driving around with a bag of pretzels.
Sun Tzu, who was basically the original project manager, said it best: “Tactics without strategy is the noise before defeat.” And you know what? He was right. You can be really good at executing campaigns, but if they’re not tied to a larger goal, it’s just busywork.
In digital marketing, this shows up in the way we measure success. Tactical KPIs like click-through rates and conversion rates are great, but only if they’re moving the needle on strategic goals like brand equity or customer lifetime value. Otherwise, you’re just optimizing for noise.
That’s where OKRs (Objectives and Key Results) come in. They help you connect the dots between the big picture and the day-to-day. So instead of chasing likes, you’re building something that actually matters.
Let’s Talk Airbnb
Here’s a real-world example that hits the point home. In 2021, Airbnb made a bold move. They decided to pull back on performance marketing—Google Ads, retargeting, all that—and go big on brand.
Their strategy? Build long-term brand equity and reduce dependence on paid search. Their tactics? Global TV campaigns; PR; organic content. Basically, they stopped shouting on Google and started telling stories elsewhere.
And it worked. Their traffic bounced back to 95% of pre-pandemic levels, even though they were spending way less on marketing. Why? Because their strategy was clear, and their tactics followed it. You can read more about it in this CNBC article.
So What’s the Takeaway?
Strategy is the vision. Tactics are the tools. Confuse the two and you end up with a mess—either a beautiful plan that never gets executed, or a flurry of activity that leads nowhere.
The best marketers know how to build a smart strategy and then pick the right tactics to bring it to life. They don’t just run campaigns. They run campaigns that matter.
If you can’t explain why you’re doing something without using the words “because it worked before,” it might be time to zoom out and check the map.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog