The strategic element relates to how the firm plans to achieve its objectives in a macro sense. Digital marketing strategy focuses on what you’re about to do online and is affected by both the prioritisation of objectives and the amount of resources available for tactics. The aim is to identify the most and least profitable segments of the business to ensure that funding and resources are applied to those areas that produce the greatest positive return while eliminating whenever possible those activities that do not create value for the business.

The value proposition describes the bundles of products and services that create value for a specific customer segment. Therefore by highlighting the jobs your customers are trying to get completed in their lives, identifies the different customer segments that should be targeted as well as identifying the bundle of services that should be offered to each customer segment. Both the value proposition and marketing mix should be aligned in an attempt to entice the customer to buy your products or services.

The objective is to identify all the customer value propositions that can add value to the business model, where each ‘value proposition’ represents a separate market subset or revenue stream. These revenue streams should be analysed further, on an individual basis, to determine if each one is viable and worth investing time and resources. And inactive revenue streams are opportunities that have not yet been developed and resourced.

The customer / market segment determines the marketing mix. Armstrong and Kotler defined a market segment as 'a group of consumers who respond in a similar way to marketing efforts'. It is important to narrow down and identify detailed customer segments and each of these segments requires extensive validation. Though validation we can figure out the customer’s geographic, social and demographic characteristics in order to develop an archetype or persona of the customer which will determine the most effective tactics (e-tools & content) to use in your marketing campaign.

How do messages get from the firm to your customers? What is the best communication channel (social media, email…) to use for a particular customer segment. For example there is little point using ‘Snapchat’ if your customer segment consists of over sixties. Communication, distribution, and sales channels comprise a company's interface with customers and are customer touch points that play an important role in the customer experience.

Tactics are concerned with strategy implementation and focuses on the optimum mix in terms of communication channels. This is achieved by considering all the e-tools (i.e. web site, opt-in email, mobile apps, digital media channels such as paid search and display advertising and so on) that are available, and then using them in a sequence that is aligned to the strategic direction of the organisation.

Web analytic tools such as Google Analytics provides aggregate information about how your customers, as a whole, behave on your website - what media attracted your customers, where they are based, which pages they visit. Analytics can be used to answer the following vital questions when used in conjunction with online feedback tools and questionnaires. The aim should be to develop an analytics environment that tests, measures, and optimises marketing ROI and its impact on revenue.

This process develops a multichannel marketing platform that enables the integration of traditional and new emerging channels which allows a single campaign to be replicated across all targeted channels. The aim is to communicate with the right person at the right time with the right offer through the right channel while reducing costs and improving the performance of your marketing efforts.