Digital marketing strategy answers

anonymous author

Anonymous asked this on February 3, 2015

Digital Marketing Strategy VS Digital Marketing Plan loading

What is the difference between a digital marketing strategy and digital marketing plan? Is there much of a difference?

6 answers so far...

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  1. lei chien, said at 06:43 on February 4, 2015

    A “digital marketing plan” is an overall document should cover many sub categories including strategy (vision, mission, strategy, tactics…just name a few).

  2. Anouska early, Other said at 03:40 on February 5, 2015

    Thanks for your reply 🙂

    So would you say they are essentially the same document?

    I have received a digital marketing strategy from an agency and it didn’t follow the structure that I expected. I have sent them the example of the digital marketing plan on Smart Insights as this is more in line with what I expected to see.


    • visionfive, Digital Marketing Manager said at 11:54 on February 6, 2015

      Anouska. This a good question and once I use to find myself going round in circles about as often the lines can be blurred. As you said it’s all about expectations and you’ve done the right thing in letting them know what makes better sense to you.

      IMO a strategy tends to look at situations, objectives and a strategy with reasons to bridge the gap, SWOT. It will also OUTLINE a number of steps and tasks that should be done and how these relate to the objectives and how their to me measured.

      I’d say a plan provides a summary of the key points on the strategy with more details of the exact tasks to be done.

      Would be good to hear other contributions.

  3. Dave Chaffey, Consultant said at 10:11 on February 9, 2015

    Hi Anouksa,

    I think Akin has this right – in the SOSTAC framework SOS is more focused on Strategy and TAC is more action-oriented – Tactics/Action/Control.

    Many do use strategy and planning interchangeably though, so can lead to problem and it’s best to clarify internally or with an agency – Good to see you educating the agency with our planning template there!


  4. Martyn Etherington, said at 15:09 on February 9, 2015

    Strategy should determine “what game are you playing”, plan should articulate “how you are going to win”.

  5. Dave Chaffey, Consultant said at 16:40 on February 9, 2015

    Thanks Martin!

    To the point as I would expect. A football/rugby analogy is a good way to express it.


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