Digital Marketing Strategies include a series of activities that help you achieve your goals for various channels like paid, earned and owned media. Depending on your business goals, your strategies might vary. Digital Marketing agencies build strategies based on seven core capabilities, which are a strategic approach, performance improvement process, management buy-in, resourcing and structure, data and infrastructure, integrated customer communications and customer experience.
While performance marketing becomes very important for urgent and short term campaigns, it can also be leveraged for long term campaigns. It basically depends on your business and your business goals. If you want more conversions in a short duration - performance marketing is the right approach.
Positive brand reputation builds trust in your brand and it is important that your brand never builds any negative reputation in a world where anything can reach people in seconds.