Digital Marketing Strategy › the internet in the traditional marketing mixIf we define strategy as “a plan of action designed to achieve a particularoutcome”, then the desired outcome from a digital marketing strategy point ofview would be aligned with your organisation’s overall business objectives. Forexample, if one of the overall business objectives is acquisition of new clients,possible digital marketing objectives might be building brand awarenessonline. A tactic differs from a strategy. It is a specific action or method that contributesto achieving a goal. For example, if the overall business objective is acquisitionand the digital objective is to increase awareness, a paid search campaignwould be a possible tactic towards achieving this. 1.6 the internet in the traditional marketing mixHundreds of books have been written on the theory of strategy and differenttools and models strategists use to craft better plans. Sun Tzu, a famouswarrior (and military strategist), wrote The Art of War in the 6th century BC, andcopies are still selling by the thousand on Amazon.com.Figure1.1 The Art of War, written in the 6th century BC, is still an importantreference for the importance of strategy development.There are various elements that need to be evaluated when developing astrategy. These elements are also likely to change over time, again highlightingthe importance of being dynamic and agile in terms of strategic adjustments. 23