Digital marketing strategy

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We believe that a digital marketing strategy is essential to take advantage of the growing opportunities from digital marketing. An integrated digital strategy will give you a foundation for all the key online marketing activities we recommend in the Smart Insights RACE digital marketing planning framework.

Yet our Managing Digital marketing research showed that nearly half  of companies don’t yet have a planned digital marketing strategy:

% Companies with digital plan

This page groups our key recommendations on creating a digital strategy. If you’re new to Smart Insights we recommend our free download digital marketing strategy template.

Primer - Creating plans for digital marketing

At Smart Insights we believe that marketers with the best plans win. The best plans start with a solid framework to make them easy to create and communicate. This planning primer shows our main resources for planning - logged in members can mark off which of these resources they have used.

Digital marketing strategy quick guide

Digital marketing strategy success factors

An effective digital strategy will help you take the right decisions to make a company successful online.  A strategy process model provides a framework that gives a logical sequence to follow to ensure inclusion of all key activities of strategy development and implementation. We recommend the SOSTAC planning approach.

Digital marketing strategy definition

A digital marketing strategy is a channel strategy which means that it should…

  • Be informed by research into customer channel behaviour and marketplace activity = intermediaries, publishers and competitors
  • Based on objectives for future online and offline channel contribution %
  • Define and communicate the differentials of the channel to encourage customers to use it,
  • BUT, need to manage channel integration

So put another way, digital marketing strategy defines how companies should:

  • Hit our channel leads & sales targets
  • Budgets for Acquisition, Conversion, Retention & Growth, Service
  • Communicate benefits of using this channel – enhance brand
  • Prioritise audiences targeted through channel
  • Prioritise products available through channel

Related statistics

Tools & Software

Best websites on Digital marketing strategy

There are surprisingly few quality digital marketing strategy sites since most focus on the strategy. We like to think we’re different in our focus on strategy too. These  are our top 10 sites to learn more about digital marketing strategy:

  • 1. BCG Perspectives – The Boston Consulting Group of “BCG Matrix” fame has recently improved its articles and research on multichannel marketing and customer insight 
  • 2. Econsultancy reports – The Econsultancy blog mainly covers tactics, but there are sound research reports on managing digital channels and ecommerce teams.
  • 3. Figaro Digital. Unusual since it’s an offline magazine, but these editorial articles often cover digital strategy and are accessible by industry.
  • 4. Forrester Marketing Blog. Forrester analysts write about developments in technology and consumer behaviour .
  • 5. Knowledge@Wharton. The Marketing section often covers online marketing issues and cases.
  • 6. Financial Times Connected Business.  Monthly articles based on case studies.
  • Harvard Business Review blog. Quality commentary on the intersection of marketing and technology strategy, but unfortunately, not a well tagged blog.
  • 7. McKinseyQuarterly. Articles regularly cover digital marketing strategy.
  • 8. The Web Strategy blog. A personal blog by Jeremiah Owyang, previously a Forrester analyst, now at Altimeter. Mainly covers social media strategy.

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