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Digital Marketing - Study Notes:

Importance of reviews

Reviews are an important part of the strategic process. Before you begin building the strategy, it’s important that review timelines are set in stone with the teams. It is sometimes important to put reviews in calendars for the year so everyone clearly knows during what period they are being measured against. It is also an important part of ensuring that teams are adhering to the guidelines and the strategy set. Everything should be guided by specific timelines, activity, and reviews.

  1. We put in place a process for examining our strategy a number of weeks after launch.
  2. Then we review and we adapt. We review what our changes have caused, we adapt.
  3. And then we report on our findings. So, we should be addressing, within that report, what adaptions were made, what changes were put into place, and how they started to shift.

But, it's really important to give your strategy room to breathe. Strategies should always be considered long-term, but during that time, through review and reflection, you can make them iterative and transformative.

Through consistent measurement, you can identify performance levels and make decisions on them. Underperforming content and tactics can be addressed, allowing you to improve content or scrap an activity that just isn't working.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Jessica Preddy

Jessica is a consultant with experience in marketing and an in-depth knowledge of the latest marketing techniques. Her previous roles have included working in a marketing agency and numerous customer-service-facing positions that have given her exposure to a wide range of customers and clients.

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Digital Marketing Strategy
    Jessica Preddy
    Skills Expert

    This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.