There was a time – a simpler time – when marketing took a straightforward, easily explainable approach. Companies would identify their target market, isolate a series of key goals and then implement a strategy to achieve them. Hey presto – job done.

Nowadays, the transition from brick-and-mortar stores and regional businesses to an online, global marketplace has muddied the waters in more ways than one. For starters, the competition in any given industry has increased exponentially, meaning that countless suitors are now chasing the same bride. What’s more, it’s a marketplace that’s constantly evolving, with new tricks and trends cropping up every day, many of which are taking place online. Indeed, a report from Forrester Research indicates that the average company already allocates 30% of the marketing budget to cyberspace, with that figure expected to reach 35% by 2019.

Such a nuanced and volatile business sphere requires a completely different approach. Gone are the days when an overarching strategy was enough to maximise your potential and achieve commercial success; now an armoury of ever-changing tactics and an unquantifiable number of tweaks is necessary to climb to the top of the pyramid.

What’s the difference between strategy and tactics?

Though the confusion surrounding strategy and tactics is quite commonplace among business owners, the actual distinction between the two is fairly uncomplicated. The former refers to an all-encompassing scheme to achieve a fixed set of goals, while the latter enumerates the specific practices being employed to do so.

Still confused? Not to worry: the example laid out below should clear up any lingering doubts in your mind.


  • Bring 25% more traffic to the site compared to last year.


  • Use a mixture of SEO content, online display advertising and social media presence to attract new users.


  • Publish regular blog posts, filled with valuable information and strengthened with SEO keywords
  • Purchase banner adverts on relevant sites at peak times of traffic for target audience
  • Take out adverts in magazines/newspapers that target audience are known to read
  • Commission television adverts during teatime/peak viewing time for target audience
  • Run Facebook campaigns at peak use times for target audience
  • Increase presence on Twitter by retweeting 10 Tweets and publishing at least five original Tweets every day
  • Respond to all Tweets directed at business handle
  • Include website URL on Facebook and Twitter pages
  • Monitor competitors’ activity and assess what is working well for them
  • Evaluate which of the above is most effective for the business and strengthen efforts behind them

As you can see, the tactics involved in creating a successful marketing campaign these days are variform and highly susceptible to change. Moreover, each tactic is instrumental in reinforcing and maximising the impact of the others; this dovetailed approach allows your marketing efforts to work in tandem rather than exist solely in silos.

But regardless of how comprehensive and well thought out your tactics are, they’re still always subject to constant change. Only by relentless monitoring, analysis and adjustment can businesses stay on top of their game and ahead of the competition. For that reason, it’s impossible to elucidate a clear and comprehensive strategy prior to commencement.

What Doinel Agency pledges to its clientele

This changed face of the business world demands a changed working aesthetic. While we’re not able to deliver an outline of everything we will undertake for you prior to its implementation, we will work closely with you to identify your goals and plan carefully how best to achieve them. What’s more, we will regularly submit detailed reports on all of our actions, including statistics and information on how our tactics have benefited your site. We will reward your trust with real, tangible results from which you will be able to formulate your own judgements.

We’re confident you’ll be satisfied.