What is the difference between Digital Strategy and Digital Marketing Strategy?

My oh my!! Lovely question!

 

There are 3 fundamental differences between a digital strategy and digital marketing.

 

1. ENTERPRISE LEVEL VERSUS DEPARTMENTAL LEVEL

Digital strategy focuses on the enterprise-level transformation of the core business while digital marketing focuses only on the marketing elements of the overall strategy. In our experience, most organizations synonymously refer to their digital marketing as their digital strategy. This is a common mistake organizations make. As a part of the overall business strategy and the strategic planning process, it is important to recognize the need for a digital strategy. A simple strategic planning question will clarify our point: “What would our business look like in 5 years with all the changes happening in the digital world?” As strategic thinkers, key leaders will recognize the need to start thinking of a digital strategy at an enterprise level.

2. TRANSFORMATIONAL PROGRAM VERSUS DELIVERY CHANNEL

Digital strategy or digital transformation strategy focuses on all aspects of the organization, i.e., sales, customer service, marketing, product management, supply chain, human resources, finance, and administration. Digital marketing, in its current form, is functionally focused on marketing aspects and focuses primarily on social media channels as a communication, and a delivery mechanism to external stake holders. Digital marketing strategy is essentially defining and implementing a marketing plan for the business through tools and tactics (Search Engine Optimization (SEO), Social Media (SM), Public Relations (PR), Search Engine Optimization (SEM), Content Marketing (CM)) to enable visits and conversions, and to engage customers. Digital marketing strategy is a critical component and a strategic vehicle to deliver messages from the digital strategy. Digital marketing strategy should encompass a comprehensive social media strategy, content marketing strategy, and integratedclosely to the business goals and objectives of the Organization.

3. STRATEGIC INITIATIVE VERSUS TACTICAL/OPERATIONAL INITIATIVE

Digital strategy is strategic in nature. It builds long-term goals and objectives for the organization to morph into a new digital enterprise in its ecosystem. Digital marketing is a tactical and operational aspect of the business and serves as a mechanism to deliver the right communication via the right channels to the right audience. Digital strategy begins with specifying the organization’s vision and its strategic objectives. In defining the digital vision, it is important to recognize that your business is a part of an ecosystem in which it thrives. Hence, remember the cross-impact to ecosystem elements like buyers, suppliers, partners, vendors, government,communities, and employees. Understanding the risks and contingencies, the assumptions and challenges and the possibilities versus probabilities is an integral part of the digital strategy definition process.

in the SOSTAC model of marketing SOS is more focused on Strategy and TAC is more action-oriented – (Tactics, Action, Control). Checkout "PRSMITH" to learn more about SOSTAC

There are one and the same and in reality, digital marketing strategy is only related to online marketing otherwise the right term is "marketing strategy". You will have  a marketing strategy, plan and tactics irrespective of whether it is digital or not.

 

Thank you for inviting me. Digital strategy refers to all the overall strategy of an organisation in regards to the digital aspects of the company like mail servers, digital firewall, implementation of internet/ intranet for optimising efficiency of various departments and functions. But digital marketing refers to the conducting marketing activities in the digital sphere and strategy for execution of the same effectively and efficiently.