digital marketing strategy by Roots Digital

Digital Marketing Strategy: A Comprehensive Guide

Digital Marketing Strategy: A Comprehensive Guide

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Have you ever wondered how one business remained sturdy and thrived for years despite the gruelling competition out there? 

It’s one thing: digital marketing strategy. You heard it right. Digital marketing strategies can make or break your business. 

Everything about it revolves around how you deal with the pressures and challenges brought about by the changes outside or within your industry.

This article will give you a tidbit of essentials to back you up on your next team’s digital marketing strategic planning.

Getting Started: What Is Digital Marketing?

Digital marketing is a strategy that businesses use to build online presence and promote their products or services digitally. The main objective of this process is to get potential customers acknowledge the brands and convert into paying customers afterwards.

There are many strategies that businesses use in terms of digital marketing. This includes organic search, social media marketing, paid advertising, and many others that suit the business’ goals.

How Digital Marketing Strategy Works?

The digital marketing strategy works by involving marketing campaigns that are shared via online platforms and are available to access using mobile phones, tablets, or laptops. Developing the campaigns begins with a detailed plan for achieving the specific objectives.

Digital marketers usually consider what their company is already doing well and assess what they’re missing in terms of the goals they set. Doing these will also help them to determine the ideal approaches to reach their audience, whether it’s through organic search, social media marketing, or paid advertisements.

In addition, digital marketers need to tailor promotional messages that resonate with specific demographics, interests, and behaviours. Only then will they be able to run highly effective campaigns to promote their brands on online platforms.

However, digital marketing strategy doesn’t stop once the campaigns are published. 

Digital marketers need to monitor their campaigns, including the key performance indicators (KPIs) and metrics, such as site traffic, click-through rates, conversions, and return on investment (ROI) to gauge the effectiveness of their efforts.

How Digital Marketing Strategy Differs From Conventional Marketing?

Digital marketing strategy differs from conventional marketing in a variety of ways. This includes:

1. Platforms

Digital marketing leverages online platforms, such as website, social media, and email to promote brands and convey promotional messages. On the other hand, conventional marketing relies on offline methods like print ads, billboards, and direct mails.

2. Audience Targeting

Digital marketers have the benefit to target specific audiences by using data and analytics, resulting in highly personalised campaigns. Conversely, conventional marketing often has broader, less targeted campaigns.

3. Interactivity

The use of social media, online reviews, and comments in a digital marketing strategy allows for two-way communication with the target audience. Meanwhile, traditional marketing is frequently one-way communication from the brand to the audience. 

4. Cost and ROI

Leveraging digital marketing allows for cost-effective campaign execution. Digital marketers can also more precisely calculate the ROI they earn. Conventional marketing, on the other hand, is often more costly and has a less transparent insights into the ROI.

Examples Of Powerful Digital Marketing Strategies

Digital marketing strategy, as previously mentioned, involves several approaches such as organic search, social media marketing, paid adverstisements, and more. We’ll delve into each of these approaches in the following:

Search Engine Optimisation

The strategy of structuring content to boost rankings in major search engines is referred to as SEO. 

Organisations can better reach prospective customers through major search engines by following standard SEO strategies with all digital material.

Organic web traffic generated by SEO has a significant impact on search rankings and, by extension, organic site traffic. You may utilise SEO to significantly enhance awareness and build long-term consumer engagement by leveraging keywords and phrases. 

Exposure is the first step toward a long-term consumer relationship, robust SEO methods are extremely powerful in digital marketing initiatives.

Social Media Marketing

Social media marketing refers to reaching out to customers and communicating business messaging through social media networks. 

You must appropriately and successfully use your social networks — the more your audience is encouraged to participate with your publication material, the more likely they are to share it, potentially influencing their friends to become consumers as well.


Pay-per-click (PPC) advertising is a type of digital advertising in which businesses publish advertisements on third-party websites to boost online traffic. 

Companies, however, only pay for PPC advertising when a user clicks on the link, as opposed to other forms of advertising.

Your adverts are essentially targeted to audiences looking for a specific product or commodity. As a result, because they rely on data collected from individuals’ online behaviour, these ads can be incredibly effective in increasing website traffic by providing relevant adverts to the right people at the right time. 

These advertisements also use retargeting, which means that marketing automation solutions can create unique, personalised cross-platform ads based on the behaviours of clients.

Content Marketing

Content marketing is a strategy of targeting prospective customers through a company’s owned media outlets.

Organisations that regularly generate and publish high-quality content can help optimise rankings and attract traffic to their website.

Did you know that content marketing generates three times the number of leads as paid search advertising? 

It’s definitely worth the extra effort to create blog articles, educational guides, whitepapers, or any other kind of material.

Email Marketing

Used to increase engagement with an existing or potential audience base or to strengthen customer relationships. Email marketing services are a powerful tool with a track record of success.

To be successful, your marketing emails must meet five key criteria. They have to be:

  • Trustworthy
  • Relevant
  • Conversational
  • Synchronised across channels
  • Strategic

Timing and timing are critical; don’t flood consumers’ inboxes with repetitious or unnecessary messages, or they may unsubscribe.

Voice SEO

Through voice search optimisation, your organisation optimises existing and new website content for voice search. The goal is to win your page the highlighted snippet or position zero in Google search results.

Because search queries change when using speech versus text, voice search optimization is critical. 

If you’re a local business, this strategy is even more important, because many people use their mobile devices’ voice search features to discover a restaurant, hairdresser, or hardware shop near them.

Video Marketing

Your business’s presence, income, and activities all rise as a result of video marketing. Your company, like content marketing and email marketing, relies on creating informative and valuable content for its target audience.

Tutorials, promotional, behind-the-scenes, events and other types of videos for video marketing are some examples.

Whatever style of video you make, your goal is to raise brand awareness among your target audience. This brand awareness, like social media, email, and content marketing, can lead to significant conversions later on.

Notable Tools That Support Your Digital Marketing Strategy

While digital marketing tools will only assist you in carrying out a proper strategy (they will not do the work for you), the right technological stack can help you soar past the competition.

Some tools are essential, such as email marketing, web forms, analytics, and a CRM. Other tools, such as keyword rank monitors and design tools, are more specialised.


Ahrefs is fantastic for competition analysis because it shows you who is connecting to your competitors, what their top sites are, and other information. 

You may examine their content ranks and uncover significant lapses in your content categories with the Content Gap tool.

It consistently amazes users with features they use regularly, and they are always learning about new ones. It is without a doubt the most durable product for digital marketing.


Yoast SEO is a popular WordPress plugin that works with both the Gutenberg and Classic editors. 

This digital marketing tool is helping you optimise your content for search engines and it is updated every two weeks to suit Google’s algorithm, so you can always keep on top of your SEO.

Yoast assists you in selecting cornerstone content, target keywords to help you rank, specific content URLs, and internal links for added benefit.

Google Ads

Google Ads is one of the most popular ways to promote your company on Google’s search engine results pages. 

It includes the Google Keyword Planner, which allows you to explore potential keywords to include in your ad and other material. You can set spending limits for how much you wish to spend.

This tool is overall a great way to get your items or services listed on Google’s search results pages for extremely specialised searches. The payment method is either pay-per-click or pay-per-call.

Google Analytics

For your digital marketing analytics tools, Google Analytics is the gold standard. It is difficult to work as a digital marketer nowadays if you do not have some level of Google Analytics experience.

Google Analytics can show you who is visiting your website, where they are coming from, and which pages they are spending the most time on. 

Aside from that, you may create goals to track conversions, improve your eCommerce setup, and track events to understand more about user interaction.


AnswerThePublic is a smart keyword research tool that discovers stuff people are searching for on forums, blogs, and social media and then converts those questions into valuable keywords.

It’s a free tool for visual keyword research and article ideas. After compiling a database from millions of queries, it will guess what you’ll ask from the data you’ve already entered.

How To Craft An Effective Digital Marketing Strategy?

Begin the launch of your digital promotional campaign by establishing your target audience and objective, and then implementing KPIs to ensure continuous improvement. You can also consult with digital marketing agency to come up with the best strategy.

Establish Your Goals

Every successful digital marketing campaign begins with a concept!

We propose taking a digitally focused approach to strategy and planning to ensure your digital marketing strategy is performing efficiently and successfully. 

This means that you must employ a data-driven strategy, review your current digital marketing effectiveness, and prepare for future enhancements.

This will help marketers and managers develop a fully integrated, data-driven, and practical digital marketing plan to support the broader vision of their business.

Define Your Brand

The campaign you will be producing must speak for your brand’s vision and mission.

It matters that you know your business like the back of your hand, or else, you will find it hard to sort and implement your next move. 

Focus on your brand, before you craft your strategies. It will make things smooth and straight because you know what your end goal is.

Research The Market Or Industry 

Compare your content to that of your competition. Maybe they’ve touched on something you didn’t know existed. 

You may use digital marketing tools to see which of your competitors’ pages rank in the top ten for specific keywords and utilise this information to cover these themes yourself.

There’s a big chance your findings will lead you to share additional video content or include more customer input on your sites.

Make careful to select digital marketing channels that are appropriate for your company. Ensure to implement one channel after another as needed.

Create Buyer Personas

Any marketing approach, digital or otherwise, requires knowing who you’re marketing to. The finest digital marketing plans are based on thorough buyer personas, which you should establish first.

Buyer personas represent your ideal customer(s) and can be developed through research, surveys, and interviews with your company’s target demographic.

To gain a complete picture of your persona, your research pool should include a mix of customers, prospects, and people who are not in your contacts database but who are in your target demographic.

Evaluate Existing Digital Platforms And Assets

When evaluating your existing digital marketing platforms and assets to select what to include in your strategy, consider the big picture first – this will keep you from feeling overwhelmed or confused.

Gather your assets and categorise them on a spreadsheet so you have a clear picture of your existing owned, earned, and paid media.

Identify Budget Constraints

To implement an effective digital marketing plan, commercial and charitable organisations of all sizes must fund wisely. 

Even the most effective marketing strategy and approaches are contingent on sustainable financial flow. Businesses must consider their budget realistically to evaluate which marketing methods are feasible and cheap.

Brainstorm Your Strategy

You have to be meticulous when crafting your digital marketing strategy as it can affect your campaign and your brand. 

Cover all bases. You may have heard this before but this rings true if you run your campaign online. One wrong move may damage your online reputation and customer engagement.

Launch Your Campaign

Here’s the exciting part. 

Launching your well-crafted campaign can give you all the emotions in the world. A big chunk of your marketing budget goes into this, and if it turns out to be effective you will reap its benefits.

Track Your Performance

Digital marketing can be used for generating leads, cultivating, relationship building, and branding. 

Thoroughly monitor analytics to see where you are thriving and where you need to improve to become a leader in this high-impact, high-demand field.

Why Do You Need A Digital Marketing Strategy?

Digital marketing benefits businesses of all sizes by providing low-cost access to the mass consumer. Its primary benefit is the ability to reach a specific audience cost-effectively and measurably. 

Other benefits of digital marketing include increased brand loyalty and increased online sales. Here are some of the advantages of digital marketing:

1. Boost Brand Awareness

Brand recognition is one of the targets of your digital marketing campaign strategy.

You want people to know you and do business with you. This is why you want to try working with different channels or platforms that will lead you to potential customers. 

2. Raise Revenue And Conversions

One of the most noticeable advantages of digital marketing is the increase in your conversion rate. 

You may boost your conversion rate by investing in online marketing practices such as conversion rate optimisation (CRO).

When you target people who are more likely to be interested in your business, you enhance your chances of converting. Your company gains more conversions, which aids in its growth.

3. Lower Cost Than Traditional Marketing Methods

Digital marketing not only reaches a larger audience than traditional marketing but also costs less. 

Newspaper ads, television commercials, and other traditional marketing alternatives often have hefty overhead expenditures. 

They also provide you less control over whether or not your target audiences see such communications at all.

4. Trackable, Measurable Results

When you invest money in a marketing effort, you want to track the campaign’s results, and monitoring results in digital marketing is simple. 

Digital marketing software and platforms automatically track the number of intended conversions, whether they are email open rates, home page views, or direct transactions.

It’s critical to understand whether a plan is producing results that can help your company expand. The capacity to measure your achievements is one of the most fundamental advantages of a digital marketing plan.

5. Allows You To Target Ideal Customers

The capacity to target people directly is the major advantage of online marketing.

You must attract relevant people to have an effective marketing strategy. Reach out to people who are interested in your company and want to hear from you. 

When you submit an ad online, people can view it regardless of where they are. This makes it simple to expand your company’s market reach and engage with a bigger audience through various digital platforms.

Final Thoughts

You may think that digital marketing strategy is for the big, established companies only. Because of how these strategies are often projected online, you become doubtful to try it on your start-up, only to find out that it brings more advantages than your current method of advertising. 

We can’t blame you if you still have second thoughts about digital marketing strategies and how they can change the landscape of your business in the long run. But as digital marketing agency, we can assure you that this is one of the best ways to get those leads and boost online presence. 

We hope you give this a try. If you dont know where to start, you can always count on us

At Roots Digital, we walk you through the process. From conception to execution of your campaign, we got you. 

Frequently Asked Questions

What is digital marketing?

Digital marketing is the promotion of brands through the use of the internet and other varieties of digital media to interact with potential clients. 

This comprises text and multimedia messaging as a promotional strategy in addition to email, social media, and web-based advertising.

What is a digital marketing strategy?

A digital marketing strategy is the formulation of a comprehensive plan to attain specific goals and objectives for an organisation. 

It uses a cross-channel strategy — PPC, social media, content production, and SEO — over time to achieve the best outcomes for your brand. It can be adaptable if plans need to be changed.

What are the benefits of digital marketing?

These are some of the advantages of adopting a digital marketing strategy: 

– Boost brand awareness
– Raise revenue and conversions
– Lower cost than traditional marketing methods
– Trackable, measurable results
– Allows you to target ideal customers

Would my business benefit from digital marketing?

Digital marketing is utilised to understand the demands of the consumer and to generate meaningful and relatable content for them. You will benefit from it if you know what you want out of your campaign. 

This is not to say that every firm should use the same or comparable digital marketing methods, as no one size fits all. 

About Roots Digital

Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO services, SEM services, PPC services, Google Analytics Services and more.
PSG Grant For Digital Marketing – Save up to 70% on your digital marketing today!

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About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 50% on your digital marketing today!

Picture of Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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