Updated September 2026: the current version of this thinking is Marketing Strategy for a Small Business: The Plan That Fits on One Page. The post below is kept as originally published.
Digital marketing mixes traditional marketing goals with modern technology, using social media, websites, search engines, email, and apps to reach audiences in a modern way. It reaches over 5 billion internet users worldwide, offering access to a global pool of potential customers. For a full breakdown of every channel and discipline that falls under the umbrella. See what digital marketing actually is.
Why Digital Marketing Outperforms Traditional
Its reach and cost-effectiveness are what set it apart. Email marketing alone can return roughly $40 for every dollar spent, and SEO can return a ratio of 22:1, letting smaller companies compete with much bigger ones on strategy rather than budget. Content formats like podcasting can also compound that reach over time at a relatively low production cost.
What a Real Strategy Looks Like
A good digital marketing strategy starts with SMART goals (specific, measurable, achievable, relevant, time-bound), a clear picture of the target audience built from real data, and a deliberate choice of channels rather than a presence on every platform by default. Building and executing that kind of strategy is where a Fractional Marketing Director earns their keep.
- Digital marketing seamlessly combines traditional marketing goals with modern digital technologies.
- Video marketing influences a large share of people to purchase software or apps after viewing a brand's video.
- Effective strategies drive awareness, engagement, and sales through a deliberate mix of channels, not every channel at once.