In marketing, the words "strategy" and "tactics" come up all the time. But are we using them correctly? A conversation with Kenneth Steele, Marketing Director at Nellemann Automotive, sheds light on the difference and how the two relate to each other.
A Glimpse into Kenneth's World
Kenneth is a strategist at heart who plays a central role in the daily management and commercial growth of Nellemann Automotive. He's in charge of the marketing budget, leads communication and drives digital development projects for car brands like Kia, MG and Isuzu, as well as for seven group-owned dealerships.
His career across several industries has taught him that success often comes down to adapting, engaging with different cultures and understanding the language of each target audience.
Strategy Versus Tactics
Kenneth points to a common mistake: confusing strategy with tactics.
It's easy to jump straight into tactics, because they're the most exciting part, like creating an ad or buying media. But tactics are the result of everything you've defined before them.
What Strategy Is
Strategy, he explains, is the overarching framework that guides our marketing actions. It's about making deliberate choices on where to play and how to win. It's also about deciding where you're not going to be, and what you're not going to do. We always tend to want everything, but for a strategy to succeed, you need to cut out what won't get you there and focus your efforts.
What Tactics Are
Tactics are the actions you take to reach your strategic goals, such as social media posts, PPC campaigns and email campaigns. As Kenneth puts it, "A lot of what we do are tactics, but a little bit is strategy," a reminder not to lose sight of the big picture in the rush of day-to-day execution.
Why the Order Matters
With a clear strategy in place, choosing and tailoring tactics becomes much more effective. Kenneth stresses, "Our tactical execution hinges on our strategic definitions."
Drawing on his experience with Kia, he describes how strategic planning guides everything from media placements to creative messaging. The aim is to move the brand's perception forward while protecting its core value proposition. Strategic choices made at corporate level directly shape the tactics used in local markets. Keeping tactics aligned with the brand's overall goals makes execution more efficient and strengthens the brand's position in the market.
Is Gamification a Strategy or a Tactic?
We also asked Kenneth whether gamification is a tactic or a strategy. He sees it as a tactic, just like media buying: something you use to reach strategic goals.
For example, using a gamification tool to boost lead generation or learn more about your customers is a tactical move towards your strategic objectives. For a different take on the same question, read our interview with Scratcher's CEO, Casper Christiansen.
Strategy as a North Star
Kenneth's insights offer a clear lesson: tactics should be flexible and responsive, but the underlying strategy must stay steady, guiding decisions and sharpening focus. Like a North Star, it keeps marketers aligned with their goals while they explore their options with purpose.
Kenneth notes, "Strategic decisions take time to mature." He argues for a clear distinction between the fluid nature of tactics and the lasting nature of strategy, because that clarity helps marketers get the most out of their plans.
Advice for Marketers: Learn Across Industries
Kenneth also has advice for marketers in general: working across different industries doesn't just broaden your skill set, it enriches it. He encourages marketers not to hold back at the edge of the unknown, but to embrace what each new field can teach them.
He compares moving between industries to changing gear in a car. Sometimes the shift is seamless, other times it takes more effort. The key, according to Kenneth, is to immerse yourself in the new environment: understand its culture, speak its language and adapt quickly to how it works.
At the heart of his philosophy is agility. Whatever the industry, be it fast food or fast cars, the fundamentals stay the same: a deep understanding of the customer, a sharp message and stylish delivery.
Put Strategy First, Then Pick Your Tactics
Start with clear strategic goals, then choose the tactics that serve them. If gamification is one of those tactics, see how car brands use it in our article on gamification marketing in the automotive industry, or book a meeting to talk through how interactive campaigns could support your strategy.
