Digital Marketing and Digital Strategy
Digital Marketing, and Strategy related to this marketing, encompass a wide spread of work and
knowledge surrounding a company’s website and both external communications with prospects and
customers, as well as internal communications with employees and various stakeholders. This is
different from Digital Strategy when it relates to Information Strategy, systems, hardware, software,
ERP systems, and other internal systems within a business often falling under the leadership of a
CIO. In reality however, the lines are rather blurred.
Digital marketing strategy covers all systems and communication methods used for marketing
purposes and can include the website, design, content and CMS (Content Management system),
branding, SEO, PPC, Social media channels (Linked IN, Twitter, facebook and more), Devices
(desktops, laptops, mobile devices), shop fronts, online buying, re-marketing systems and much
more dependent on the company, client base, buying process and other issues.
Underlying the marketing communications will be a choice of platforms and systems to suit,
including integrated enterprise systems such as Sitecore, Epi or Adobi, compared to best of Breed
plug ins using automated marketing packages like Marketo and CRM systems such as Microsoft
Dynamics 365 or Salesforce.
To navigate this constantly changing and complex world you really need to use an expert with a track
record, who not only understands this area, but also its applicability to the company, the sector in
which it operates and the customers and buying processes. Most companies cannot afford this as a
full-time resource but could use an Interim Digital Marketing Director like myself on a part-time, consultancy or project basis.