Digital Marketing Strategy 101 | Explore why it is so important.


Last Updated:

January 21, 2023
Digital Marketing Strategy 101 | Explore why it is so important.

Increased internet use has forced established businesses to shift their focus from traditional marketing to digital marketing. Additionally, companies are adopting digital marketing strategies to withstand the complexity and uncertainties of the market, use advanced and modern CRM tools to build brand reputation, and exploit dynamic online mediums to reach their target audience, among others.

In this article, we will explain what digital marketing strategy is, its importance, and how to create an effective online strategy.

What Is Digital Marketing Strategy?

Experts define digital marketing strategy as using online resources to reach the target customer.

Identifying where, why, and how a company makes a profit is one of the building blocks of a digital marketing strategy. It helps formulate a marketing plan that aligns with the business goals and customer requirements.

A brand has to evaluate owned, paid, and earned media while formulating a digital marketing strategy. While owned media consists of the organisation’s communication channels, earned media and paid media are external communication channels.

Digital Marketing Strategy Vs Digital Marketing Tactics

Digital marketing strategy is the process of identifying a company’s goals, and a digital marketing campaign is the process of actualising these goals. The success of a company’s marketing plan relies heavily on the proper implementation and completion of digital marketing tactics.

What is the Importance of Digital Marketing Strategy?

  • Competitive advantage over peers

Digital marketing strategy helps businesses take over their business peers. It suggests ways to evoke creativity and innovation in product design, development, and promotion, eliminating competition.

  • Staying relevant

In the current business milieu, staying relevant is the number one priority of business organisations as it helps them (the company) to keep on top of new competition.

Digital marketing strategy helps companies achieve that will the help of modern tools and techniques.

  • Reaching a global audience

Digital marketing channels connect brands to a global audience by giving them the medium and exposure required to expand their business.

How To Create A Digital Marketing Strategy?

Here are some key components or steps you can undertake while creating a digital marketing strategy.

  • SWOT analysis
    Most of the digital marketing strategy formulation starts with SWOT (strength, weakness, opportunities, threats) analysis. It is a process that helps businesses test the viability of a strategy.
  • SMART business goals
    SMART is a popular business acronym widely used while formulating a business strategy. SMART stands for business goals that are specific, measurable, attainable, relevant, and timely.
  • Market segmentation
    Market segmentation refers to segregating buyers into groups or segments for convenient targeting. The segmentation is based on the similarities they possess.

This process helps devise a plan that matches the needs of the groups. As a result, it increases a digital marketing strategy’s effectiveness and helps gain more traction.

  • Buyer’s persona
    Understanding the buyer’s persona is another step in creating a marketing strategy. This process helps understand the audience’s likes, dislikes, motivations, requirements, and more.
  • Budget constraints
    Managers must ascertain an appropriate budget to develop an effective digital marketing strategy. A successful marketing strategy depends on adequate and regular cash flow, and understanding the budget constraints helps formulate a plan unaffected by fluctuations.



Q1. What is digital marketing?

Digital marketing is the marketing of products and services using digital technologies. It is an umbrella term that encompasses strategies like social media marketing (SMM), search engine optimisation (SEO), email marketing, SMS marketing, etc.

Q2. What are the critical components of a digital marketing strategy?

Setting SMART (specific, measurable, attainable, relevant, and timely) goals, establishing a credible team, and increasing the awareness of the customers are some of the critical components of a digital marketing strategy.

Q3. What is the role of technology in digital marketing strategy?

Technology plays a vital role in tracking the progress of a digital marketing strategy. Modern technology like analytical tools, SEO strategies, phone monitoring, CRM monitoring, and others can help track progress and suggest inventive ways to tackle bottlenecks or increase customer interactions.

Source: Emeritus