I’ve heard many marketers share they completed a killer marketing campaign and enjoy the results. Sometimes, I get the opportunity to ask them what they plan on doing afterward, but it’s usually this moment they fall silent. Good marketers know that marketing is about strategy, long-term success and long-term results. Campaigns, launches and everything else is great — but will it matter next month, next quarter or next year?
Let’s step back from the colloquialisms and look at what the dictionary says about these commonly-used phrases in the marketing industry:
- Campaign: a systematic course of aggressive activities for some specific purpose [source]
- Strategy: a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result [source]
- Tactic: a plan, procedure, or expedient for promoting a desired end or result [source]
For the sake of discussion, a campaign has a defined end. For instance, in the military, campaigns to accomplish objectives are made clear. It’s either mission accomplished — or not. Conversely, strategy has loose ends, and often are on-going. Politically speaking, it’s like the US-Iraq War (campaign) versus the War on Terrorism (strategy). Please hold your political responses for another blog. Campaigns aren’t designed for long-term success by default. It takes a great strategist to plan for the future and build a solid strategy using a combination of complimentary tactics, campaigns and goals.
Tactics are the micro “campaigns” that fulfill a strategy. When people consider creating a great marketing campaign, they ought to explore the idea of using a series of smaller campaigns (goals) and execute with planned tactics to form a long-term strategy.
Am I against the use of “campaigns?” No. But I am against the prolific use of a one-time burst of squeezing sales out of customers while neglecting to implement a supportive, nurturing and even retention cycle for customers. Strategies account for this, campaigns don’t.
I have to admit, it’s difficult sticking to a campaign in my field (social media), but I can stick to a strategy. I imagine entrepreneurs feel the same way. I found a shortcut to appeal to feel of a campaign — break it down to smaller goals, tactics and expand it to a larger strategy, like a purpose.
What type of campaigns, strategies or tactics are you using in your business? Let me know your thoughts below in the comments.
[Photo by pshutterbug on Flickr]
