The terms strategy and tactics are often confused: strategy is defined as a careful plan or method for achieving a particular goal usually over a long period of time while a tactic is a system or mode of procedure.
Tactics are the actual means used to gain an objective, while strategy is the overall campaign plan, which may involve complex operational patterns, activity, and decision-making that govern tactical execution.
It is vital that managers at all levels of an organization have the ability to understand interests and turn them into operational and tactical plans that can be executed. This capability requires both strategic and tactical thinking combined with strong performance-oriented planning. This course empowers those who exercise leadership with the knowledge and skills to create performance-oriented plans that guide and align employees in their execution of strategic goals.
Clients or organizations that require shorter timetables often times cannot be strategic, or as strategic as they would like, because they do not have the time to dedicate to the process. That being said if an organization has the time to execute a truly strategic idea, then it will pay off in the long run and will have tangible results that point to that success.
Too often organizations believe that they are being strategic when they are actually being tactical. Selecting a website to advertise on (even if that website's traffic strategically matches the organizations' core audience) does not make it strategic. Being strategic is the application of deliberate actions that take time, analysis, and a long view of success. Tactical executions are much more reactionary based on the immediate circumstances organizations are facing. It is very important to understand, at the onset of a campaign, which type of plan is being utilized. This identification will help frame the results and, ultimately, help determine what was successful and what was not.