Understanding the difference between Digital Strategy and Tactics

iformat places a strong emphasis on Digital Strategy. When implementing strategies, we often use specific 'tactics' that people are generally familiar with.

At iformat, we see Digital Strategy as a defined, long-term plan that enables businesses to generate awareness, leads, and sales online.

We look at what your goals are and then determine the best way to achieve the right outcomes using a combination of strategies and tactics.digital strategy and tacticsFor example:

A strategy might be as straightforward as "generate more sales for a specific product". A tactic, to enable this, might be to use Google AdWords.

Goal Strategy Tactic Outcomes
To increase sales Use online marketing to promote the product Google AdWords Prominent adverts appearing on Google that instantly generate sales

Examples of Digital Strategy

Scenario 1 – Business Start-Up

A new business that is generally cash-poor and needs to get online with a website that generates a bit of credibility and some leads.

Goal Strategy Tactic Outcomes
Create credibility
  • iformat RTG website template
  • Cost-effective website that looks good
Generate leads
  • Ensure the website can be found online
  • Organic leads generated through search queries

This is a simple but effective strategy using some basic tactics.

Scenario 2 – Established Business

This business is going well and they have some money to put into generating more awareness, leads and sales. They've outgrown their first website and want something that really knocks people's socks off!

Goal Strategy Tactic Outcomes
Improve the website
  • Create a custom website
  • Improved credibility for the business
  • More professional brand
  • Increased page views on the website
  • Increased leads
Generate awareness
  • Ensure the website can be found online
  • Organic leads generated through search queries
  • Ensure potential customers are aware of the product
  • Content marketing
  • Blog creation
  • Video production
  • Increased awareness of product
  • Improved customer communication
  • Improved sales technique
  • Increased customer retention
  • Company is relevant and up-to-date
Generate leads and sales
  • Drive traffic to the website
  • Google AdWords
  • Remarketing
  • Facebook promotions
  • LinkedIn advertising
  • Conversion techniques
  • Quick and instant sales
  • Marketing to specific customer groups
  • Improved sales technique
  • Measurable results
  • Improved sales conversions

In this case you will notice that some of the 'tactics' will overlap with each other to affect other goals. It is not a linear solution – it is holistic.

The strategy therefore, as a whole, works together to affect outcomes and goals.

tactics strategy

Each of the tactics used will affect other strategies:

digital strategy and tactics

So to summarise:

  • A goal is something you want to achieve
  • To enable this, you need the right strategy to guide you forward
  • You may use one or many tactics to facilitate the strategy
  • Each tactic will have an effect on various strategies and outcomes

The result is a holistic approach to achieving your goals through effective Digital Strategy.


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