Digital marketing strategy

From CEOpedia | Management online
Digital marketing strategy
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Digital marketing - is the marketing of products or services via forms of electronic media to reach customers[1]. It can be the Internet, but also mobile phones or display advertising. The concept of digital marketing can be used interchangeably with the terms online marketing, web marketing or internet marketing[2].

This term was first used in the 1990s. Since then, digital marketing has changed. Especially in the 2000s and the 2010s, when it was recognized that it effectively helps to grow the company[3].

Why digital marketing works so well

There are four main reasons for the good functioning of digital marketing[4]:

  • Scalability: Building and exploring activities that work well is very easy.
  • Insight: The efficiency and optimization of advertising are better thanks to the data it collects.
  • Integration: Digital marketing has a lot of tools and techniques that are useful for creating a brand and company system.
  • Market all the time: The company can sell its products round-the-clock. Thanks to mobile applications the clients (wherever they are and whenever) can find your business.

Digital marketing strategy

Digital marketing strategy is not just a list of actions or tactics. This is something much more elaborate. For a strategy to be good and work for many years, it requires a strong and clear vision of our company. For example: 'Facebook advertising' is not a strategy but a tactic[5].

Most importantly, a digital marketing strategy must be compatible and integrated with the original and overall marketing and business plans[6].

The structure of the digital strategy has not been clearly defined, but there are several elements that it must have[7]. Ozuem W. and Wilson G. mention in their work: "This should include (but not be exclusive to); setting digital goals or objectives; analysing the situation; knowing one's customer; setting the strategy and tactics by which to execute it and having a control mechanism for evaluating performance."[8].

How to create a digital strategy

There are tree steps to create digital strategy[9]:

  • Choose the target market segments. Specify the digital targeting method.
  • Specify your online value proposition (review of the business, brand positioning, revenue model and integration with traditional channels).
  • Review the marketing mix to learn more about the 4Ps (Product, Price, Promotion and Place).

Type of digital marketing strategies

Look at five of the most important digital marketing strategies for companies today[10]:

  1. Search engine optimization (SEO) - is the process of improving your website so that will increase the organic traffic of a website. Thanks to the keywords more people (who are looking for products) visit your website.
  2. Pay-per-click (PPC) - is a method of driving traffic to a website by paying every time advertising as is clicked. Thanks to that your website are on the top of search results.
  3. Content marketing - This strategy generates brand awareness, increase the number of customers.
  4. Email marketing - is sending promotional campaigns directly to the client to keep in touch, inform about promotions and events.
  5. Social media marketing - is to run social networks to attract new customers.


  1. Mankad D.J. 2018
  2. Mankad D.J. 2018
  3. Ozuem W., Wilson G. 2016
  4. Mankad D.J. 2018
  5. Hanlon A. 2019
  6. Ozuem W., Wilson G. 2016
  7. Ozuem W., Wilson G. 2016, p. 5
  8. Ozuem W., Wilson G. 2016 p. 5
  9. Chaffey D., Bosomworth D. 2015, p.7
  10. Kavoura A, Kefallonitis E., Giovanis A 2018


Author: Justyna Siudy