Why a Marketing Strategy and Digital Marketing Strategy are different


Main talking points include:

What is a marketing strategy?

“A marketing strategy refers to a business’ overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.” – Investopedia

Typically, a marketing plan consists of these seven broad areas”

  • Business Goals and Financial Targets
  • Target Audiences (Buyer Personas)
  • Competitor Research
  • Value Propositions and back story (Your “Why”)
  • Marketing Channels
  • Tactical Plan – also known as a marketing plan. This is where your DIGITAL MARKETING strategy fits in
  • Measurement / Success Metrics – your Key Performance Indicators (or KPIs).


What Is a DIGITAL marketing strategy?

(Aka Data-Driven Marketing)

Really, it would make more sense to call it a Digital Marketing Plan as to not confuse the terminology – it is a tactical and considered process that focuses your digital and online marketing through THREE phases:

  • Traffic generation – how are you going to get the right people to look are you stuff?
  • Conversion to customers – how do you get those people to buy your stuff?
  • Improving customer experience – turning one time customers into multiple purchasers and brand advocates

Mapping these elements out as a funnel map (using something like Funnelytics) can really help your thinking…

Typically, a Digital Marketing Plan / Strategy includes the following themes:

  • A strategic plan for your website
    • Structure
    • Levels of Conversion
    • Customer retention
    • Customer service
  • SEO
    • Keyword research and mapping
    • Competitor research and tracking
    • Technical (on-page) SEO
    • Content Guidelines
    • Inbox (off-page) SEO
  • Content Marketing
    • Content plan for various phases of the Digital Marketing Plan
    • Evergreen content vs seasonal content
    • Types of content
      • Copy
      • Video
      • Audio
      • Imagery
      • etc…
  • Email Marketing
    • Details of platform and opt-in processes
    • General news
    • Lead generation
    • Lead nurturing
    • Service communications
  • Social Media
    • Channels
    • Types of content
    • Themes / Purposes per challenge
  • Pay Per Click
    • Channels
    • Budgets
    • Retargeting
    • Landing pages


According to Smart Insights, 45% of companies DO NOT have a Digital Marketing Strategy / Plan – is that you / your client? Without one, your efforts are haphazard and without direction…


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