From a higher-level perspective, marketing strategy is the process of identifying and achieving specific marketing goals. A marketing strategy will outline the goals that can be achieved for traditional media (print, radio, and broadcast) and digital channels. With established goals and strategies, persuasive marketers can evaluate the various marketing tactics necessary to reach those strategic goals.

Owned Media: Any communication channel that an organization controls and owns. Organizations can use owned media for any marketing strategy, including podcasts, blogs, and video channels.
Paid Media: Third parties pay for the content they display. Paid media is a standard part of many digital marketing strategies, including influencer marketing, sponsored content, and digital advertising.
Earned Media Third-party content not owned by the company or brand is called earned media. This type of exposure is often in the form of testimonials, reviews, or awards.
A digital marketing strategy is designed to maximize the influence of earned, owned, and paid media in the digital age. These marketing strategies will include multiple channels and approaches, including website content, blogs, online advertising, testimonials, and reviews. In addition, a digital marketing strategy will vary based on the industry and type of business.
What does a Digital Marketing Strategy look like?
A digital marketing strategy is a way to assess the specific goals that can be achieved through online channels. A well-executed strategy in digital marketing can make a significant difference in your organization’s success.

This discussion should also include digital marketing campaigns. These digital campaigns include the execution of marketing strategies across all digital channels within an organization. These campaigns can be executed using different marketing strategies depending on the track and audience. An effective digital marketing campaign will convey a similar message to multiple channels.

What makes Marketing Strategy different from other marketing tactics or campaigns?
Marketing strategy is about identifying goals. Marketing tactics are the steps or actions required to achieve those goals. Therefore, it is essential to develop tactics and define the plan. However, it could be difficult, if not impossible, to execute a marketing plan and reach marketing goals.

What are some common examples of digital marketing tactics?
Many digital marketing techniques exist and often adapt to different organizational goals. However, there are several digital marketing strategies that organizations use successfully.
Social Media Marketing SMM refers to the use of social media networks to reach customers and communicate corporate messages. Companies that use Social Media Marketing strategies effectively can reach customers through their preferred social channels.

Search Engine Optimization SEO is the art of optimizing content for search engines to increase rankings. Organizations can reach more customers by following the best SEO practices for all digital content.

PPC Advertising: This subset of digital advertising allows companies to place ads on third-party websites to drive traffic online. PPC advertising differs from other forms of advertising in that companies pay only when the user clicks on the link.
Digital Advertising refers to placing company ads online, such as in search engines or social media networks. Digital advertising includes paid placements in search results and pop-up ads.

Website Marketing: A website can be a powerful tool in content marketing. An organization can be a thought leader in their industry by creating optimized landing pages and attracting potential customers through compelling call-to-action messaging.
Content Marketing: A company uses its owned media channels to reach potential customers. It can improve rankings and drive traffic to a company’s website by regularly creating and posting high-quality content.

Downloadable Content: This is a subset of website strategy and a great way to generate leads. Companies can produce high-quality content, and prospects can get it for free.
As a group, there are many marketing strategies that organizations use every day. Successful marketers can clearly define their goals and choose the right tactics to reach them. They also consider overall design, business requirements, and budget constraints.
Email Marketing: This is used to increase customer engagement and drive engagement with current or potential audiences. Email marketing services have a proven track record of success.

Do a SWOT analysis
The foundation of any marketing strategy is the SWOT analysis. This acronym stands for Strengths, Weaknesses, Opportunities, and Threats. From this standpoint, SWOT includes both internal (strengths/weaknesses) and external (opportunities/threats) components:
Strengths: These internal factors can help an organization achieve and possibly exceed its goals. High sales and profits, customer loyalty, or an attractive brand/culture are all examples of strengths.
Weaknesses refer to internal factors hindering businesses from reaching their goals. For example, you can find flaws in poorly marketed products and services, frequent customer complaints, high employee turnover, inadequate funding, or supply chain problems.

How can I create an effective digital marketing strategy?
This five-step process will help you create an effective digital marketing strategy.

Establish SMART Business Goals
Another common acronym in marketing strategy is SMART. It stands for Specific, Measurable. Attainable. Relevant. And Timely. Organizations can ensure their marketing strategy is moving positively by setting SMART business objectives.

Opportunities: These external opportunities could help an organization succeed in the future. Options can be described as changing attitudes, legislation, trade agreements, or removing tariffs or sanctions.
Threats: These are potentially dangerous external situations that could harm an organization. Examples of threats can include shifts in the labor market, increasing supply costs, or new competition/technology.

Marketers and leaders must answer the following questions to set SMART business goals.

Specific -What am I trying to accomplish, why is this important, and what will it take?
Attainable – Is the goal achievable based on current constraints and available resources?
Measurable – How do I track and measure progress in meeting deadlines and achieving the end goal?
Timely – When should I expect to see progress toward the goal? What are the immediate benefits compared to what is possible in the long, medium, and short term?

Relevant – Is the end goal appropriate in light of current business realities and the overall environment?

Demographic – Demographic segmentation is done in business-to-consumer, or B2C. It focuses on individual characteristics. Demographic segmentation uses factors like age, education, gender, and geography to classify customers.

Participate in Market Segmentation
A vital component of a digital marketing strategy is market segmentation. This involves dividing an organization’s target audience or market into smaller groups. Creating unique marketing strategies for each market segment is easier by segmenting a customer base.

Firmographic: Firmographic Segmentation is done in business-to-business (B2B), focusing on organizational characteristics. Firmographic segmentation considers factors like revenue, industry, location, and number of employees to distinguish businesses into different categories.

Create Buyer Personas
Buyer personas, which are fictional profiles of customers, are often used in conjunction with market segmentation. Buyer personas can be very useful in understanding a company’s customers, whether they are existing, potential, or desired. However, the opposite is true for buyer personas. They can vary from one industry to another and even from one organization to the next.