← DictionaryTactics
The specific actions used to execute a strategy.
The individual moves. Not the plan itself.
What It Is
Tactics sits on the Marketing side of the work, in the Planning area. The working definition is simple: the specific actions used to execute a strategy.
It is an idea you reason with rather than a deliverable you hand over, so two teams can both hold it correctly and still apply it differently. That is the version worth keeping, because it survives contact with a real project.
How It's Used
Tactics comes up in campaign planning, channel choices and the reporting that follows them. It is usually discussed together with Strategy, Campaign and Marketing Plan. The practical test is whether a decision changes because of it.
Why It Matters
Getting Tactics wrong is expensive in a quiet way. When it is unclear, spend keeps moving but nobody can say what it bought. It is worth pinning down before anyone builds on top of it.
It is a way of thinking, not a thing you can hold. The individual moves. Not the plan itself.
Termshift™
How the meaning shifts depending on who is using it, and where.
Practitioners use Tactics as shorthand and expect no explanation — the specific actions used to execute a strategy.
Outside the industry, most people would just say: the individual moves. Not the plan itself.
The Bottom Line
Treat Tactics as a decision, not a description. The individual moves. Not the plan itself.