A digital marketing strategy is a set of planned actions that are taken online to achieve specific business objectives. In other words, it is a way of taking consistent actions at the right time through the most appropriate online channels to increase revenue and improve relationships with your audience. Digital marketing refers to the use of digital channels such as websites, mobile devices, social media, search engines, and other similar platforms to market products and services. This type of marketing has become popular since the advent of the Internet in the 1990s. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail.
However, television is usually included in traditional marketing. A digital marketing strategy is a proactive, data-driven approach to marketing and communication activities across all channels and touchpoints. This strategy informs all marketing plans for the company since it provides a structure and vision. Once the strategy is established and communicated, marketers use tactics to implement their actions that lead to the desired result. A digital marketing strategy should be unique to your business and what you hope to achieve.
Common digital marketing initiatives focus on delivering a brand message across search engines, social media, apps, email, and websites. For many small businesses and beginning digital marketers, getting started with digital marketing can be difficult. The most popular digital platforms for social media marketing are Facebook, Twitter and Instagram, with LinkedIn and YouTube not far behind. Search engine optimization (SEO) is technically a marketing tool rather than a form of marketing in itself. Marketing analysis is the use of data to evaluate the effectiveness and success of marketing activities. Marketing technology (MarTech) describes a range of software and tools that help achieve marketing goals or objectives.
Digital marketing platforms can help develop KPIs to test them and provide metrics on how their value compares over time. A digital marketing strategy eliminates speculation from the equation and focuses your tactics based on accurate information or well-founded estimates and approximations in the beginning. This can help you refine the scope and purpose of your digital marketing strategy as well as advocate for investment in digital marketing. Technological advancements such as AI and machine learning make marketers better equipped with the technology they need to reach consumers through digital devices at the right time. Developing an omnichannel marketing strategy is key for many organizations since content is what attracts their audience through different channels such as search, social media, email marketing, and on your blog.