Digital marketing has technology at its heart. It is therefore crucial to involve
both technical and aesthetic minds in the initial stages of strategy formulation.
The objectives should speak to both system and story and the tools afforded
by technology should be a starting point in the process of developing strategic
objectives.
The second factor to consider when setting objectives is that all channels of a
brand operate as part of a greater whole. Digital marketing objectives should
be aligned with the brand’s greater strategic objectives