Marketing Tactics
Marketing tactics refer to the specific actions and strategies used to promote a product or service to a target audience. These tactics can include advertising, promotions, pricing, and distribution methods, all aimed at achieving the overall marketing objectives. By implementing various tactics, businesses can effectively reach and engage with their customers to drive sales and build brand awareness.
4 Key excerpts on "Marketing Tactics"
eBook - ePubMarketing Strategy
Overcome Common Pitfalls and Create Effective Marketing
- Jenna Tiffany(Author)
- 2021(Publication Date)
- Kogan Page(Publisher)
...06 Tactics Selecting the right channels This chapter covers the conventional marketing channels to use in your marketing strategy, which include: Digital marketing (online): SEO; PPC; affiliate marketing; social media; email marketing; website and e-commerce; content marketing; PR marketing. Traditional marketing (offline): trade shows/exhibitions; direct mail; out-of-home (OOH); TV; radio. All of the above will help you determine which tactics are appropriate to use in your own marketing strategy. ‘Finally, with that strategy in place, we select the appropriate tactics to deliver the strategy and win the day’ (Ritson, 2020) and in this chapter we are going to focus on this selection process. Marketing channels and tactics A marketing channel is the main route taken to promote your offering such as SEO, social media and PPC. The way that channel is implemented is the tactical element. Marketing Tactics are the promotional elements and, in some cases, the ‘fun’ part of marketing. People often mistake tactics for marketing strategy, but tactics are the vehicles used to reach your destination. Digital marketing channels (online) Digital Marketing Tactics According to Hootsuite (2020) there are three main areas to focus on when using digital Marketing Tactics: Building confidence : Linking back to the ‘People’ P from the 7P’s as covered in Chapter 4, 67 per cent of global consumers state that a good reputation will encourage them to try a product, but they also need to trust the company to continue their custom (Edelman Trust, 2019). They lend a human face to a brand – which brings us neatly to the second focus… Providing connection : Consumers want to receive less corporate-focused content and more human communication. Focus on creating a sense of a meaningful relationship. Enabling convenience : Via digital, organizations are theoretically capable of reacting to user needs within minutes. Modern consumers expect this ability to be utilized...
eBook - ePubEvents Marketing Management
A consumer perspective
- Ivna Reic(Author)
- 2016(Publication Date)
- Routledge(Publisher)
...Chapter 10 Traditional Marketing Tactics for events Learning Outcomes By the end of this chapter, students should be able to: • Identify and describe the nature of five key traditional Marketing Tactics: advertising, public relations, personal selling, sales promotion and direct marketing • Understand the contexts in which the various traditional Marketing Tactics can be applied • Make critical choices over the use of traditional tactics in constructing marketing plans A key marketing decision is the choice of promotional blend needed to communicate to the target audience. David Jobber (2010) Introduction In Chapter 4 we presented the evolution of marketing philosophies from production orientation towards societal marketing orientation. This shift has, understandably, been accompanied by a change in the type and profile of media channels and the nature of promotional tactics used to market products and services. In Chapter 9 we discussed the variety of strategic initiatives open to marketers which define their overarching approach to the marketing of products and services. In this chapter we now focus on identifying the so-called traditional Marketing Tactics that have been the primary avenue for communicating with consumers until the early 1980s. The chapter describes in detail each of the five staples of traditional marketing, identifies their purpose and main characteristics and provides practical examples that illustrate the key points. Chapters 11 and 12 which follow then elaborate on the contemporary tactics which have become more prominent over the past two decades: live brand experiences, sponsorship and e-marketing. Above or below the line? Marketing theorists and practitioners often engage in a debate around the usefulness of mass media versus more low-key approaches that speak directly to the consumer...
eBook - ePubThe Complete Marketer
60 Essential Concepts for Marketing Excellence
- Malcolm McDonald, Mike Meldrum(Authors)
- 2013(Publication Date)
- Kogan Page(Publisher)
...These include strategic contributions such as defining and segmenting markets, understanding perceptions of value, recommending value propositions to business unit management, identifying gaps in the market, proposing new products, positioning competitors and understanding customer behaviour. The more operational or tactical activities here are concerned with conducting market research, an area where considerable expertise is required, and monitoring the impact of an enterprise’s efforts such as customer service assessment.Marketing communications similarly cover a range of activities, some of which are strategic while others are tactical. The main strategic activity is brand or impression management, which covers a range of areas but tends to be communications led. Tactical activities include advertising, public relations, conferencing, mail and exploiting the opportunities offered by e-media.Sales promotions are also often part of a marketing department’s tactical responsibilities, which can involve special offers, coupons and other forms of merchandising. Also included here might be responsibility for the launch of new products.Marketing as a processA business process is a series of actions that will deliver a predetermined outcome. Marketing can therefore be mapped as a process that will deliver valueto an organization’s customers. The process can be captured inFigure 6.1and is similar to the diagram used to explain the discipline of marketing inTopic 1of this book.The starting point for mapping the discipline as a process is a definition of the markets in which an organization wishes to compete and an understanding of how value is perceived by members of that market. Once established, appropriate value propositions can be formulated. Delivering value, however, requires customers to know about the proposition, see it in a favourable light, be able to afford it and be able to source it...
eBook - ePub- Gaynor Lea-Greenwood(Author)
- 2012(Publication Date)
- Wiley(Publisher)
...To fulfil the statement above, the company will select products that match the target market’s desire for quality fashion at affordable prices, available in high-street shops and online. When product, price and place (or distribution, for example, shops or online outlets) are correctly managed, then the organisation can look at creating a promotional strategy. In the example, the functional promotional strategy would probably include television advertising. The various acronyms introduced in this chapter are useful for memorising the parts of the process but they do not necessarily reflect industry practice or the reality of promotional planning. Promotional strategy Promotion is a term that is often used interchangeably with ‘marketing communications’. The promotional mix consists of: advertising sales promotion personal selling public relations direct marketing The specific usage of each of these items is elucidated in Chapter 3; for now, we consider them in general terms. Advertising is considered to be ‘above the line’ activity, which means that it is clear to the consumer where the information originates from. It consists of paid-for communications from company to company or consumer. Sales promotions are in-store activities, which may include short-term discounts to stimulate demand. Personal selling is the use of sales personnel to communicate with potential customers. Public relations refers to less obvious forms of promotion, such as product placement in magazines, sometimes called ‘below the line’ activity as it is not always clear what originates with the company and what is editorial comment. Direct marketing consists of mail shots and, more recently, e-mail, SMS communications and immediate links to purchase, such as quick response (QR) codes. Promotion should be integrated with the rest of the marketing mix...
