Strategy is an imperative first step in establishing the positioning of your brand within the market context and providing a roadmap in order for you to achieve your end goals.
There may be many different paths to reach these goals, but an effective strategy weighs the available options and makes a choice, based on the internal and external brand situation. Digital marketing has technology at its heart and understanding the value that technology can add to people’s experiences of your brand. The variety of new tools and tactics offered by the digital medium should inform your strategic choices.