People very often use the terms strategy and tactics interchangeably, but these are two different, important aspects of a marketing paradigm. For example, your strategy for a game of chess may involve taking your opponent’s queen early and then overwhelming the rest of his pieces. One of your tactics would then have to involve either attacking the queen or drawing it out so that the piece becomes more vulnerable. Likewise, your marketing team needs a strategy, but there also have to be tactics involved to accomplish whatever the end game of the strategy is.

It all starts with selecting the goals of a marketing campaign. Are you looking to take things mobile? If you haven’t already, that is pretty much a necessity. The strategy then may be to engage consumers on various levels using social media, apps and mobile content. Once you have a strategy in place, your tactics then can be developed. How will you interact with social media users? What will your app allow customers to do? What kind of mobile content will best improve brand awareness?

In a battle, the goal is usually, of course, victory. A strategy is used to determine the playing field. Where will troops line up? How will supplies be brought in? You can picture generals pushing pieces around on a giant map. Tactics then are decided on the battlefield by commanders. A distraction may draw fire to an area that simply needs to be held rather than advanced. Thus another squad has more freedom to press forward to an advantageous position.

In marketing, your end game is sales. Strategies involve things like brand awareness, consumer engagement and acquiring feedback. Tactics may involve use of mobile videos, honest product reviews and responding to tweets and Facebook posts promptly.

In the end, strategies and tactics are just words, and your marketing team may be developing both without knowing the difference. But if you want an organized attack front and, really, mobile marketing is a battle for people’s attention, then teaching the difference between strategies and tactics is a great way to marshal the troops.