Building a Digital Marketing Strategy That Survives Contact With Reality
How to define goals, choose channels, and set a measurement framework before spending on execution.
A strategy is not a list of channels. It is a decision about which customers you want, what you will say to them, and how you will know it worked.
Start from the business objective. More qualified leads, higher order value, and shorter sales cycles all require different marketing choices.
Choose the smallest set of channels you can execute well. Two channels done properly outperform six done partially.
Define measurement before launch: what counts as a lead, where it is recorded, and how you will judge quality rather than volume.
Then review on a fixed cadence. Strategy is only useful if you are willing to change it when the data disagrees with you.