What Is A Digital Marketing Strategy

so what is digital marketing strategy
Daniel
so this is an interesting one because
everyone gets mixed up between goals
objective strategy tactics and how it
fits in
and also we have this thing like we're
doing a strategy document so you know
the strategy is the overarching plan
actually
strategy is the overarching approach
you're taking to deliver on your goals
and your objectives
so this is part of the framework yeah so
this ghost framework
um is your goals so what are you trying
to achieve overall your objectives the
measurable things that are going to help
you achieve that goal then you've got
your strategy which is your overarching
approach to try and Achieve those and
the tactics are actually Hands-On things
that you're doing as well but that that
definition of strategy you have another
great one yeah but I just think
sometimes strategy is just like closed
in far too elaborate Garb okay it's a
quite simple thing really and the
podcast I've got to interview a
brilliant strategist called Mark Pollard
um if you've not listened to his
sweathead podcast check it out very very
good
um but I I was late for the podcast and
I hadn't planned it so I like literally
in five minutes quickly what am I going
to ask him not obviously What is
strategy and what he came out with
absolutely blinded me he said strategy
hmm
it's not fact
this hasn't happened yet I'm like yeah
okay he said it's kind of like a shared
fantasy right that you take other people
on and I quite like that because
actually it's not just a shared fantasy
you've got to put a little bit of meat
bone on like why why that's your
approach to take other people on that
Journey with you and very often that's
the purpose of a strategy document is to
get to get necessarily like sign off on
budgets and approval and get everybody
else behind it I think it's a really
brilliant way of looking at it that's it
so can you have multiple strategies yeah
because that and that's the thing that
people think oh there's just one
strategy but actually you have multiple
strategies to try and Achieve
um your goals from that point of view
and those objectives and can you give us
an example of this and practice that yes
so let's so a goals level you might say
well we want to become the market leader
in online digital marketing education
this the the objective that went with
that would be right we're going to
directly grow or direct a customer
business by 100 within a year so it's a
measurable time-bound objective that's
when the strategy comes in and that
would be you know we're going to
innovate our learning platform to
LeapFrog the competition so our whole
strategy is about Innovation at that
point and then the tactics are going to
be right all the campaigns we run to
demonstrate how Innovative our platform
is and how that is better than our
competition
so when you look at it from that
perspective you can see that you're kind
of coming down layer by layer from your
goals your objectives your strategy and
your tactics
um and you have one overarching goal you
might then have multiple objectives that
you're trying to achieve multiple
strategies to achieve those and lots of
tactics it's a bit of a pyramid from
that point of view as well but by having
Clarity on this
that's going to help us but the
important thing is you review this
regularly and you go back to it because
otherwise it's exactly this this fantasy
that goes on a document goes in the draw
and then no one ever looks at it