Digital marketing strategy

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 and generative-engine-optimization for two areas of strategy specific to how buyers now find companies.