Glossary
Digital marketing strategy
Definition of digital marketing strategy as HookVerb uses the term: the decisions about positioning, messaging, channels, and measurement that precede execution.
Digital marketing strategy is the set of decisions about what a company will say, to whom, on which channels, with what budget, and how the result will be measured. It precedes and directs execution work such as media buying, content production, and web development.
In practice a strategy answers: what story is being told, which audiences are in scope, what a qualified lead is, how performance is measured against what the business needs, and what to stop doing. See Answer engine optimization (AEO) and Generative engine optimization (GEO) for two areas of strategy specific to how buyers now find companies.