Go-To Guide: 6 Top Tips To Improve Your Digital Marketing Strategy

A common mistake when starting to think about your digital strategy is to cut it off from the rest of your marketing initiatives. It’s much better to think of them together as an omnichannel strategy. When your digital strategy perfectly complements the actions taken in traditional and physical media, you increase your contact points with your target customers and achieve more impact.

So, as soon as you start thinking about your campaigns, you need to make sure that you maintain a cohesive brand image across all your digital and physical channels. Also, ensure that your business already has an appropriate digital presence: an optimized website with Google Analytics installed, a Google profile to appear on Maps and updated social media profiles are essential.

Then choose the media (physical and digital) you want to use, considering the consumer’s buying journey and your goals.

One of the key advantages of digital marketing is that it allows you to collect and analyze data, letting you track the progress of your campaigns. Choose a platform (CRM, DMP or CDP) that allows you to accumulate data and facilitate analysis. Consider the strengths and weaknesses of each type of platform to make an informed choice.

Today, the digital ecosystem is undergoing a major shift centered around privacy and data usage.

 

Google had initially planned to phase out third-party cookies in Chrome starting in 2023, following the lead of other players like Apple (Safari) and Microsoft (Edge), who had already limited these practices. However, Google’s timeline has been postponed and adjusted several times due to technical and regulatory challenges.

 

Cookies — small data files stored on your device — allow websites to remember your preferences (such as login details, language, shopping cart, etc.). First-party cookies, installed by the website you are directly visiting, remain fully usable with your consent. Third-party cookies, on the other hand, are used to track users across multiple websites and are increasingly restricted. Eventually, they are expected to be completely phased out in Chrome, as is already the case in other browsers.

 

This ongoing and gradual evolution is profoundly transforming programmatic advertising and data management platforms (DMPs). It is pushing brands to rely more on:

• First-party data, collected directly from their websites or apps

• Contextual targeting, based on the content being viewed rather than users’ browsing history

• Universal IDs and single sign-on solutions that respect privacy

• Walled gardens, such as Google, Meta, or TikTok, which offer secure environments for targeted advertising

These approaches enable brands to maintain strong performance while complying with growing privacy requirements.

A digital marketing strategy cannot be complete without an SEO (Search Engine Optimization) plan. SEO, in short, consists of different techniques that allow you to improve your visibility and positioning on search engine result pages.

Let’s face it: there are countless websites online, and if your potential customers can’t find you easily, they will probably opt for the services of another company. That’s why you must carefully prepare your digital content’s organic (i.e. non-paid) referencing.

Start with a research phase by conducting an audit, analyzing trends, and considering the search volume of certain keywords you would like to rank for on search engines. Also integrate GEO (Generative Engine Optimization): optimize your content so that it is easily understood and highlighted by artificial intelligence and generative search engines, ensuring visibility in AI-driven responses and conversational searches.
Then move on to execution, writing your content around specific keywords and structuring information for AI, before finalizing with the launch and continuous optimization of your pages.

Once you have established your SEO strategy and keywords, complete your organic search strategy by ensuring your metadata is perfect. You can then think about your inbound marketing, which is your strategy for creating content that interests and attracts your target audiences and converts them into leads and customers. Contents shared on your social networks, new web pages, blog posts, newsletters, white papers, and much more are part of your inbound marketing. That’s a lot of potential content to produce.

Confirm that all the actions you want to take (every publication, every newsletter, etc.) are well-planned and in line with the image you want to put forward before launching your campaign. Once all your non-paid content is well organized, you can supplement your SEO with paid content, such as sponsored ads on search engines and social media.

A strategy without an objective is meaningless. Do you want your campaign/initiatives to increase your visibility, sales, website traffic, leads, Facebook page followers, or search engine rankings?

It is necessary to give yourself precise, realistic and measurable objectives (e.g. increase my website traffic by 10% before the end of the campaign). Once you have determined your goals, select the performance indicators (KPI or Key Performance Indicators) that will allow you to measure the results throughout your campaign.

Of course, you can measure other elements unrelated to your objectives to gain more data about your campaign or business impact. In fact, you should always measure your company’s performance indicators to stay informed about the health of your business. However, these performance indicators should not be taken into account when determining whether your campaign has achieved its goals.

Optimize your time by preparing a marketing dashboard in which the performance indicators you have chosen are easily accessible. The data will be presented and visualized in graphs or tables to facilitate its interpretation. We recommend a summary page featuring general data followed by pages with more detailed data.

In order to create your dashboard, you do not need to enter all the data yourself. Instead, use software or platforms that will make your life easier. At Braque, we often use Google’s Looker tool to create reports. We place and prepare the resulting data to make it visually interesting. To facilitate understanding, we opt for question-based chart titles, which allow you to identify what the data refers to (e.g. at what time of day is our site most visited?). Feel free to include data from a previous period alongside your new data to make it easier to compare.