What Is Digital Strategy?

In the context of marketing, digital strategy is the answer to four basic questions:

Who am I speaking to? That's your Audience

What type of messaging is relevant to them? That's Content

Where can I reach them? Those are your Channels.

How do I know it's working? That's Measurement.

Let's break this down some more...

1. Audience: who speaks about what you offer? Who are their influencers? What do they love commenting about?
2. Content: producing different types of content (visual, text, audio) and testing it out, finding out what works best.
3. Channels: looking at your ecosystem as a whole and determining your earned, owned and paid media and the platforms? you want to capitalize on.
4. Measurement: boils down to the tools that can analyze your data in real time and for best results.

Digital strategy creates a map identifying the different touch points in the customer journey, and ways to exploit them.?

It will articulate, step by step, the go-to-plan for how marketing campaigns will be done, in a language that organizational teams, advertising agencies or creative marketing teams can understand, and execute well.

If it's not understood, it cannot be implemented.