What does Strategy Before Tactics mean in a Marketing context?

In the context of marketing, the phrase "strategy before tactics" refers to the idea that a marketing plan should be based on a clear and well-defined strategy, rather than just a series of individual tactics or activities. In other words, before embarking on any marketing efforts, it is important to first determine what the overall goals and objectives of the marketing plan are, and to develop a strategy that is designed to achieve those goals.

For example, a marketing strategy might involve identifying the target audience for the marketing efforts, defining the key messages and value propositions that will be used to engage that audience, and deciding on the channels and tactics that will be used to reach and engage the audience. This strategic approach ensures that the marketing plan is focused and coherent, and that it is aligned with the overall goals and objectives of the business or organization.

In contrast, a tactics-based approach to marketing involves simply implementing a series of individual marketing activities without any clear plan or strategy. This can result in a disjointed and ineffective marketing plan that lacks focus and is unlikely to achieve the desired results. By focusing on strategy before tactics, organizations can ensure that their marketing efforts are well-aligned with their overall business goals and are more likely to be successful.