Designing a digital strategy without a strong technical foundation can lead to poor results and wasted resources. The main challenge is aligning business goals with measurable digital tactics. In this article, we answer the key question: what does it really take to create digital marketing strategies from a technical perspective?
A digital marketing strategy is a set of planned actions using digital channels to achieve specific business objectives. It involves decisions around content, paid media, SEO, marketing automation, and more.
Before defining any tactics, it's essential to analyze:
Current website performance
Active channels (social, email, PPC)
Traffic and conversion analysis
Tools like digital marketing tools such as Google Analytics, SEMrush, or Data Studio offer a detailed overview.
Every strategy must include SMART goals and defined KPIs. For example:
Increase organic traffic by 20%
Reduce bounce rate on landing pages
Improve form conversion rate
This allows you to measure whether actions are working or need adjustments.
A site with technical errors cannot rank well in search engines. Technical SEO includes:
Page speed optimization
Fixing 404 errors and redirects
Implementing canonical tags
Hierarchical site architecture
This is where working with a digital marketing consultant can accelerate results from the start.
Using digital marketing tools like HubSpot, RD Station, or ActiveCampaign enables automation of key interactions such as:
Follow-up emails after downloads
Lead segmentation based on behavior
Assigning opportunities to sales
These processes, when integrated into solid digital marketing automation, boost operational efficiency and reduce reliance on human teams.
An effective strategy integrates all the channels where your audience engages. This includes:
Display and remarketing campaigns
Local and content SEO
Social media advertising
An omnichannel approach ensures message consistency and a unified user experience. This is especially important in digital marketing for service companies.
Users expect relevant messages. To achieve this, you can use:
Lead scoring
Dynamic content based on profile
Emails tailored to browsing history
Email marketing campaigns should be built with automation rules and A/B testing to optimize performance.
There is no "set-it-and-forget-it" strategy. The best campaigns evolve thanks to data analysis.
Key indicators include:
Click-through rate (CTR)
Cost per acquisition (CPA)
Customer lifetime value (CLV)
Review should occur at least monthly, adjusting both budget and messaging. You can also explore insights from an inbound marketing consultant.
Some essential technologies to enhance your strategies:
Heatmaps like Hotjar
A/B testing with Google Optimize
Integrated CRMs like HubSpot Inbound Marketing
Used properly, these tools turn average campaigns into sustainable conversion engines. Also review the benefits of digital marketing as a framework for strategy building.
Designing effective digital marketing strategies requires a deep understanding of technical components, key tools, and an analytical mindset. When these elements are aligned with clear goals, you can generate scalable and sustainable results for your business. If you're a small business, explore our recommendations on digital marketing strategies for SMEs.