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In the modern age of business and technology, a strong digital marketing strategy is absolutely crucial to organizational success.

What Does a Digital Marketing Strategy Look Like?

Digital marketing strategy involves an assessment of specific goals that are achievable through online channels.

In this context, it is important to audit the current state of an organization’s media assets.

  • Owned Media — Owned media represents any Communication Channels that an organization owns and operates under their complete control. From websites and blogs to podcasts and video channels, organizations can leverage owned media to fit just about any marketing strategy or tactic.

  • Paid Media — Paid media refers to content that third parties display in exchange for compensation from the owner. From sponsored content to influencer marketing and digital advertising, paid media is prevalent in many digital marketing strategies.

  • Earned Media — Earned media refers to third-party content that is completely separate from the company or brand. In the digital world, this type of exposure often occurs in the form of awards, testimonials, reviews, or user-submitted content.

Digital Marketing Tactics

1. Search Engine Optimization (SEO) — SEO refers to the practice of optimizing content to improve rankings in major search engines.

2. Social Media Marketing (SMM) — SMM is the practice of utilizing social media networks to reach customers and communicate corporate messaging.

3. Digital Advertising — Digital advertising refers to the placement of company ads in various online locations, including search engines and social media networks.

4. Content Marketing — Content marketing is the practice of utilizing a company’s owned media channels to target prospective customers.

5. Email Marketing — Used to drive engagement with a current or prospective audience base or to grow customer relationships.

Digital Marketing Tactics one Should Focus on -:

  • Search Engine Optimization (SEO)

  • Webinar Production

  • Content Marketing (Blogging & Article Writing)

  • Downloadable Content Offerings (Book Summaries , Resumes, Business Templates )

  • Email Marketing

  • Social Media Marketing

  • Video Production

  • Call-To-Action Strategy

  • Infographic Design

  • Marketing Automation

An Effective Digital Marketing Strategy

1. Conduct SWOT Analysis.

A cornerstone of marketing strategy, SWOT analysis is an acronym for Strengths,

Weaknesses, Opportunities, and Threats.


2. Establish SMART Business Goals

By establishing SMART business goals, organizations can help ensure that their marketing strategy moves forward in a positive direction.

In order to establish SMART business goals, marketers and leaders should evaluate the following questions:

  • Specific — What am I trying to achieve, why is it important, and what will be required?

  • Measurable — How can I measure and track progress to meet deadlines and accomplish the end goal?

  • Attainable — Based on available resources and existing constraints, is the end goal actually achievable?

Best Digital Marketing Strategy for an Organization

For startups and small businesses, digital marketing strategy will likely focus on cost-effective tactics to meet organizational goals. These organizations can leverage SEO, SMM, and content marketing at a low cost to realize digital marketing goals. The lower barrier to entry and cost for these tactics enables organizations of every shape and size to take advantage.

3. Paid Advertising

This could be anything from media buys to display ads. These are usually pay-per-click where you pay for every display or click that your ad gets.

To get the most from this advertising and marketing technique, you need a compelling ad copy—usually, a powerful headline and curiosity-filled snippet with no more than 20 words—and the right search engines or market-relevant websites.

Paid search advertising has the potential to skyrocket your profits or leave you in considerable debt. So, study and master it, or better still, hire an expert to handle this for you.

4. There Should be Consistent in Online Campaigns.

This is an important aspect of your online reputation management strategy. Today’s referrals are customer reviews. If you discover a consumer has written a bad review, reply promptly and courteously on the site with the objective of addressing the client’s concern.

This will show the existing customer, as well as other potential customers, that you care about your customers and work to correct any issue that may arise.

Potential consumers are more inclined to choose your business for their requirements if they see that you have a high rating, favorable reviews, and respond professionally to any concerns.

5. Evaluate what is (and isn’t) working.

This can be done by looking at your Google Analytics data and reviewing where your current traffic is coming from. Review behavioral metrics like conversion rates and bounce rate to determine what channels are working best and where might need a little extra attention.

6. Video Marketing

YouTube has become the most powerful video distribution service on the internet. The good news is that you can harness the power of YouTube by taking advantage of its massive exposure to advertise your ecommerce store and small business.

Look for ways to create compelling infomercials and distribute them on this platform. You can also create valuable and informative videos and upload them there. Another fun option is to host a Google Hangout with your clients and customers. You can answer their questions live, and deepen your engagement with them. There’s really no limit to how you can use it!


  1. Digital Marketing Strategy helps your Business reach more people around the world.

  2. Important aspect of your online reputation management strategy.

  3. By establishing SMART business goals, organizations can help ensure that their marketing strategy moves forward in a positive direction.

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