Market and competitor read
Who else is answering the same query, and where the gap in that answer is.
Case file 03 · Digital marketing strategy
One plan, so the channels stop competing.
Positioning, channel roles, budget, measurement.
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Strategy
Channels bought separately behave like departments: each one reports a win and the total does not move. A strategy is mostly the decision about which channel is allowed to own which part of the journey.
The deliverable is a written growth plan: positioning, channel roles, content calendar, budget split, and the measurement that will settle arguments three months from now.
Full funnelScope
WrittenOutput
QuarterlyReview rhythm
End to endOwnership
What the engagement covers
Scope agreed in writing before anything starts.
Positioning
The one thing this brand should be found for, stated plainly enough to write against.
Channel roles
What organic owns, what paid rents, what content has to earn. In writing.
Content calendar
Topics, formats and cadence, tied to the queries and campaigns they support.
Budget allocation
Split by expected cost per customer, revisited each quarter.
Measurement framework
The handful of numbers that decide what happens next quarter.
How it runs
The order is most of the method.
Read
The market, the competitors, and what the site already earns today.
Decide
Positioning and channel roles. The short, uncomfortable part.
Write
One plan, with budget, calendar and metrics attached.
Review
Quarterly, against the plan’s own numbers.
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