What is Digital Marketing Strategy? Your Guide to Effective Online Campaigns

What is Digital Marketing Strategy? Your Guide to Effective Online Campaigns | Digital Marketing | Emeritus

Increased internet use has forced established businesses to shift their focus from traditional to digital marketing. Additionally, companies are adopting digital marketing strategies to withstand the complexity and uncertainties of the market, use advanced and modern CRM tools to build brand reputation and exploit dynamic online mediums to reach their target audience, among others. In this article, let’s look into what is digital marketing strategy, its importance, and how to create an effective online strategy.

What is a Digital Marketing Strategy?

A digital marketing strategy is a comprehensive plan outlining how businesses utilize digital channels, platforms, and technologies to achieve their marketing objectives. This strategy encompasses various online tactics such as social media marketing, search engine optimization (SEO), content marketing, and email campaigns. The significance of a well-crafted digital marketing strategy lies in its ability to align marketing efforts with broader business goals, enhance online visibility, and effectively engage target audiences.

By employing data analytics, businesses can measure the performance of their digital campaigns, allowing for continuous refinement and optimization. In a world where consumer activity is increasingly online, having a robust digital marketing strategy is essential for building brand awareness, driving traffic, generating leads, and fostering overall business growth.

Experts also define it as using online resources to reach the target customer. Identifying where, why, and how a company makes a profit is one of the building blocks of a digital marketing strategy. It helps formulate a marketing plan that aligns with the business goals and customer requirements.

A brand has to evaluate owned, paid and earned media while formulating a strategy. While owned media consists of the organisation’s communication channels, earned media and paid media are external communication channels.

ALSO READ: A Guide to Digital Marketing Strategy

Digital Marketing Strategy vs Digital Marketing Tactics

Digital marketing strategy is the process of identifying a company’s goals, and a digital marketing campaign is the process of actualising these goals. The success of a company’s marketing plan relies heavily on the proper implementation and completion of digital marketing tactics.

What is the Importance of Digital Marketing Strategy?

Competitive Advantage Over Peers

It helps businesses take over their business peers. It suggests ways to evoke creativity and innovation in product design, development, and promotion, eliminating competition.

Staying Relevant

In the current business milieu, staying relevant is the number one priority of business organisations as it helps them (the company) to keep on top of new competition.

Also, it helps companies achieve that will the help of modern tools and techniques.

Reaching a Global Audience

Digital marketing channels connect brands to a global audience by giving them the medium and exposure required to expand their business.

How to Create A Digital Marketing Strategy?

Here are some key components or steps you can undertake while creating a digital marketing strategy.

  • SWOT analysis
    Most of the digital marketing strategy formulation starts with SWOT (strength, weakness, opportunities, threats) analysis. It is a process that helps businesses test the viability of a strategy.
  • SMART business goals
    SMART is a popular business acronym widely used while formulating a business strategy. SMART stands for business goals that are specific, measurable, attainable, relevant, and timely.
  • Market segmentation
    Market segmentation refers to segregating buyers into groups or segments for convenient targeting. The segmentation is based on the similarities they possess.

This process helps devise a plan that matches the needs of the groups. As a result, it increases a digital marketing strategy’s effectiveness and helps gain more traction.

  • Buyer’s persona
    Understanding the buyer’s persona is another step in creating a marketing strategy. This process helps understand the audience’s likes, dislikes, motivations, requirements, and more.
  • Budget constraints
    Managers must ascertain an appropriate budget to develop an effective digital marketing strategy. A successful marketing strategy depends on adequate and regular cash flow, and understanding the budget constraints helps formulate a plan unaffected by fluctuations.

Starting a Career In Digital Marketing

Making advancements in digital marketing requires specific skill sets like communication skills, technical skills, time management skills, and practical knowledge ofhow to use the latest digital marketing tools. Emeritus India’s digital marketing certification courses offered in association with prestigious institutes like IIM, IIT, and ISB will help you equip the skills and knowledge required to enhance your career prospects.

Our programmes are designed for fresh graduates and experienced professionals to make them future-ready digital marketers.


  1. What is digital marketing?

Digital marketing is the marketing of products and services using digital technologies. It is an umbrella term that encompasses strategies like social media marketing (SMM), search engine optimisation (SEO), email marketing, SMS marketing, etc.

  1. What are the critical components of a digital marketing strategy?

Setting SMART (specific, measurable, attainable, relevant, and timely) goals, establishing a credible team, and increasing the awareness of the customers are some of the critical components of a digital marketing strategy.

  1. What is the role of technology in digital marketing strategy?

Technology plays a vital role in tracking the progress of a digital marketing strategy. Modern technology like analytical tools, SEO strategies, phone monitoring, CRM monitoring, and others can help track progress and suggest inventive ways to tackle bottlenecks or increase customer interactions.

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