Digital Marketing Tactics

    • Data, Measurement, and Decision-Making in Digital Marketing: Turning Information Into Advantage

      Digital marketing is frequently described as “data-driven,” yet many organizations struggle to explain how data actually influences decisions. Dashboards are built, reports are circulated, and metrics are tracked, but outcomes often remain unchanged. The presence of data does not guarantee insight, and insight does not automatically translate into better strategy. In practice, measurement is not…

    • Paid, Owned, and Earned Media: How Modern Marketing Mixes Actually Work Together

      For much of digital marketing’s early development, paid, owned, and earned media were treated as separate disciplines. Advertising teams bought exposure, content teams focused on publishing, and public relations teams worked independently to generate visibility. That separation made sense when channels were simpler, consumer journeys were more predictable, and measurement focused primarily on last-touch attribution.…

    • Digital Marketing Strategy in Practice: How Modern Brands Design Systems That Scale

      Strategy is what exists after tactics stop working. Digital marketing is often discussed in tactical terms—SEO tips, ad formats, social algorithms, email subject lines. Tactics are visible, measurable, and easy to imitate. Strategy is quieter. It lives beneath execution and determines whether tactics compound or collapse over time. In practice, a digital marketing strategy is…