Passed on 7 April, 2025

6. Digital marketing strategy summary

In this lesson, you’ll bring together all the essential elements of a digital strategy and align them with your customer insights. Use the knowledge from previous lessons—such as goals, personas, competitive research, and channels—to create a cohesive strategy tailored to your business needs.

✅ Learning objectivesBy the end of this lesson, you’ll be able to:Recall the key elements of your digital strategy.Build a complete digital marketing strategy based on what you’ve created so far.

Learning objectives

By the end of this lesson, you’ll be able to:

Recall the key elements of your digital strategy.

Build a complete digital marketing strategy based on what you’ve created so far.

Activity

You’ve explored the essential components of a successful digital marketing strategy throughout this module. Now it’s time to combine them, along with your insights on your digital customer, into one seamless plan tailored to the business needs.This final step ensures every piece—your goals, customer personas, competitive analysis, and channels—works together to drive success.

This final step ensures every piece—your goals, customer personas, competitive analysis, and channels—works together to drive success.

This final step ensures every piece—your goals, customer personas, competitive analysis, and channels—works together to drive success.

Build your complete digital strategy

Spend some time completing this activity. Whether you currently have a business or you’re using one you’re familiar with, spend some time trying out the following. Use your goals, personas, customer journeys, and competitive insights to develop a strategy that aligns with your business needs.You can write down your responses below.

You can write down your responses below.

You can write down your responses below.

Step 1

Revisit your marketing goalsQuestion: What key objectives do you want to achieve with your digital strategy? How will they align with your overall business goals?

Question: What key objectives do you want to achieve with your digital strategy? How will they align with your overall business goals?

Question: What key objectives do you want to achieve with your digital strategy? How will they align with your overall business goals?

Step 2

Define your mission statement and USPQuestion: What makes your business unique? How do your mission statement and unique selling proposition (USP) resonate with your target customer’s values and needs?

Question: What makes your business unique? How do your mission statement and unique selling proposition (USP) resonate with your target customer’s values and needs?

Question: What makes your business unique? How do your mission statement and unique selling proposition (USP) resonate with your target customer’s values and needs?

Step 3

Conduct a digital presence auditQuestion: Where is your business currently performing well? Where are the gaps?

Question: Where is your business currently performing well? Where are the gaps?

Question: Where is your business currently performing well? Where are the gaps?

Step 4

Outline your competitive landscapeQuestion: What are the key strengths and weaknesses of your competitors? How will you differentiate your business?

Question: What are the key strengths and weaknesses of your competitors? How will you differentiate your business?

Question: What are the key strengths and weaknesses of your competitors? How will you differentiate your business?

Step 5

Use your customer personasQuestion: Which customer persona are you targeting? What specific needs, challenges, or expectations do they have that your brand can address?

Question: Which customer persona are you targeting? What specific needs, challenges, or expectations do they have that your brand can address?

Question: Which customer persona are you targeting? What specific needs, challenges, or expectations do they have that your brand can address?

Step 6

Map your customer journeyQuestion: What touchpoints are most impactful to your customers at each stage of their journey (See, Think, Do, Care)? How could you influence their decision-making at these touchpoints?

Question: What touchpoints are most impactful to your customers at each stage of their journey (See, Think, Do, Care)? How could you influence their decision-making at these touchpoints?

Question: What touchpoints are most impactful to your customers at each stage of their journey (See, Think, Do, Care)? How could you influence their decision-making at these touchpoints?

Step 7

Select your digital marketing channels.Question: Which channels will help you connect with your audience and achieve your marketing goals?

Question: Which channels will help you connect with your audience and achieve your marketing goals?

Question: Which channels will help you connect with your audience and achieve your marketing goals?

Download PDF

Download PDF

Congratulations!

Creating a digital marketing strategy is something to celebrate. Defining your target audience, identifying customer touchpoints, and selecting the digital channels which will help you meet your goals will set you up for success during the rest of the course, and beyond.

Lesson complete

Great job!You’ve wrapped upThe digital customermodule! Now, dive into theContent creationmodule and learn how to plan impactful content that truly resonates with your customers.

You’ve wrapped upThe digital customermodule! Now, dive into theContent creationmodule and learn how to plan impactful content that truly resonates with your customers.

Next Path

Create engaging content