Our quick Q&A guide answering the top 10+ questions on digital marketing we are asked
Since we launched Smart Insights, we have specialized in helping marketers answer the common questions around digital marketing, particularly related to digital marketing strategy and best practices. We found that although people can quickly understand the difference between the different digital marketing channels available like search, social media and email marketing, there is a lot more to digital marketing strategy than that. In fact, our co-founder Dr. Dave Chaffey has written an entire book on Digital marketing strategy and implementation, which is now nearing ten editions since there is so much involved with answering these questions accurately...
To succeed in digital marketing strategy you need to review your whole approach to marketing and your brand. That’s where many go wrong with digital strategy, diving straight into channels without considering the bigger picture of their marketing strategy.
Dr. Dave…
An example of how to structure a digital marketing strategy plus examples from other sectors
We launched Smart Insights in 2010, to help marketers develop digital marketing strategies, since we saw that many businesses faced the challenge of where to start when creating a digital marketing strategy. The most popular downloads were templates for structuring a digital marketing strategy. We quickly found from member feedback that examples were important, and we now have examples of digital marketing strategies in many sectors, which we cover at the end of this post.
Although digital marketing platforms and technology has changed immensely in this time, particularly with the recent growth in use of Generative AI, the fundamentals of creating a digital strategy are the same. Some of the AI recommendations on digital marketing strategy and many of the human ones fail to get these essentials right, they go straight to recommending different digital marketing channels…
An integrated marketing strategy means every element of your marketing plan must contribute towards your goals and objectives, or be cut out of the day-to-day workload
Lack of integration between strategic vision and the tactics needed to get there is a problem I often find when reviewing marketing strategies. That's why I created the RACE Framework as a simple structure to unify your marketing strategy through goals, objectives, and KPIs. You can see table with an example of integrated marketing goals and objectives planning below.
This is true whether I'm reviewing student assignments or mentoring marketers creating real-world marketing strategies. More often than not, I find myself reading about different aspects of marketing objectives and tactics that just don't line up with each other - and leave you questioning why.
These issues can be magnified by marketing strategy structure - the way the document is split up into separate sections. Without a unifying…
