Digital marketing strategy
A digital marketing strategy is different from a digital marketing campaign. When talking about digital marketing strategy, we are referring to a master plan or a blueprint to achieve a long-term or macro goal. Campaigns on the other hand are the specific tactics used to achieve more micro, short-term goals within the digital marketing strategy.
A digital marketing strategy involves:
- Defining customer profiles
- Defining marketing objectives
- Alignment of customer and marketing goals
- Identifying target markets
- Performing competitive analysis
- Managing and allocating resources appropriately to achieve objectives
- Reviewing and optimising campaign performance
For example, a digital marketing strategy includes setting marketing objectives based on the analysis of market information and target audiences, selecting digital marketing channels and platforms, determining channel-specific delivery tactics, and defining macro marketing KPIs to measure the performance of the digital marketing strategy.
On the other hand, an example of a digital marketing campaign centers around creating brand awareness (micro objective) by launching a viral marketing campaign (tactic) on a specific social media channel like Facebook. Short term (micro) KPIs are used to keep track of the progress and success of the digital marketing campaign.
Before developing any digital marketing campaigns, you should first have a strategy. Part of the strategy includes creating a customer journey and ways to touchbase them.