The Ultimate Guide to Digital Marketing Strategy for Ecommerce Shops (2024)

What is a digital marketing strategy?

A digital marketing strategy is a plan of action that outlines how a business will use digital channels to achieve its marketing objectives. It involves leveraging online tools and platforms to reach and engage with potential customers in order to drive sales and build brand awareness.

Digital marketing strategy vs. digital marketing tactics

It’s important to understand the difference between a digital marketing strategy and digital marketing tactics. A strategy is the overall approach to achieving marketing goals, while tactics are the specific actions taken to implement that strategy. For example, a strategy might be to increase brand awareness, while tactics might include social media advertising, influencer partnerships, and content marketing.

Owned, earned, and paid media in a digital marketing strategy

Owned media refers to the channels that a brand has complete control over, such as its website and social media profiles. Earned media is the exposure a brand receives through word-of-mouth, reviews, and press coverage. Paid media involves paid advertising on platforms like Google, Facebook, and Instagram. A successful digital marketing strategy will incorporate all three types of media to reach and engage with customers.

Types of digital marketing tactics

Search engine optimization (SEO)

SEO is the process of optimizing a website to rank higher in search engine results pages, increasing organic traffic. This involves keyword research, on-page optimization, link building, and technical SEO.

Content marketing

Content marketing involves creating and distributing valuable, relevant content to attract and engage a target audience. This can include blog posts, videos, infographics, and more.

Email marketing

Email marketing is the practice of sending commercial messages to a group of people using email. This can include promotional emails, newsletters, and transactional emails.

Affiliate marketing

Affiliate marketing is a performance-based marketing strategy where a business rewards affiliates for each customer brought in through the affiliate’s own marketing efforts.

Influencer marketing

Influencer marketing involves partnering with individuals who have a dedicated and engaged following on social media to promote a brand’s products or services.

Social media marketing

Social media marketing involves creating and sharing content on social media platforms to achieve marketing and branding goals. This can include organic posts, paid advertising, and influencer partnerships.

Search engine marketing

Search engine marketing involves promoting websites by increasing their visibility in search engine results pages through paid advertising (Google Ads, Bing Ads, etc.)

How to create a digital marketing strategy in 6 steps

1. Define and understand your target audience


ColourPop, a cosmetics brand, has a deep understanding of their target audience and frequently collaborates with influencers and creates engaging social media content to reach their audience.


Gymshark, a fitness apparel brand, has built a strong community of fitness enthusiasts through social media and influencer partnerships.


Kith, a streetwear brand, has a strong understanding of their audience and often releases limited edition products to create excitement and demand.


Bulletproof, a health and wellness brand, uses content marketing and email marketing to reach their health-conscious target audience.


Allbirds, a sustainable footwear brand, has a clear understanding of their environmentally-conscious audience and leverages content marketing and social media to connect with them.

2. Set your marketing goals

Clearly define the objectives you want to achieve through your digital marketing strategy, whether it’s increasing brand awareness, driving website traffic, generating leads, or boosting sales.

3. Establish your budget and tech stack

Allocate resources for your digital marketing efforts and invest in the necessary tools and platforms to execute your strategy effectively. This may include marketing automation software, analytics tools, and advertising budgets.

4. Select the marketing tactics to attract, nurture, and convert customers

Choose the digital marketing tactics that align with your goals and target audience to attract and engage potential customers, nurture leads, and ultimately convert them into paying customers.

5. Focus on your differentiators

Highlight what sets your brand apart from competitors and use that as a focal point in your digital marketing efforts. This could be unique product features, exceptional customer service, or a compelling brand story.

6. Define a way to track results

Establish key performance indicators (KPIs) to measure the success of your digital marketing strategy and use analytics tools to track and analyze the performance of your marketing efforts.

Examples of successful digital marketing strategies

Alo Yoga

Alo Yoga, a yoga apparel brand, has built a strong community of yoga enthusiasts through social media, influencer partnerships, and content marketing.

ILIA Beauty

ILIA Beauty, a clean beauty brand, has leveraged influencer marketing and user-generated content to build brand awareness and drive sales.


Caraway, a cookware brand, has used a combination of content marketing and social media to educate and engage with their audience, resulting in a successful product launch.

Evolving your digital marketing strategy

As the digital landscape continues to evolve, it’s important to continuously evaluate and adjust your digital marketing strategy to stay relevant and effective. This may involve experimenting with new tactics, adapting to changes in consumer behavior, and leveraging emerging technologies.

Digital marketing strategy FAQ

What are the 7 Cs of marketing?

The 7 Cs of marketing are a framework for analyzing the effectiveness of a marketing campaign. The Cs stand for: Customer, Company, Context, Collaborators, Competitors, Channels, and Climate.

Why is an example of a digital marketing strategy?

An example of a digital marketing strategy is the use of social media advertising to target a specific demographic, drive traffic to a website, and generate leads for a product or service.

Ultimately, a successful digital marketing strategy for ecommerce shops requires a deep understanding of the target audience, clear goals, the right mix of marketing tactics, and a commitment to tracking and adjusting based on performance. By following these steps and learning from successful examples, ecommerce shops can develop a digital marketing strategy that drives growth and success in 2024 and beyond.