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The six pillars comprising digital marketing

22/05/2022    admin   Digital Marketing

When training and consulting on digital strategy and as recommended in our free template, I recommend grouping digital activities in these six areas which each need someone responsible to manage them and improve results.

A focus on each of these is important regardless of the size of business. The pillars help show that success in digital marketing isn't just about digital media and platforms, important as they are. Creating an effective digital experience, messaging and quality content to fuel your digital strategy are all vital too.

In smaller businesses, it may be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses. The six pillars are:

  • 1. Strategy and governance (or management): Goals – Analytics, Strategy (Segmentation, Targeting, Brand Positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology  and data
  • 2. Goals and measurement: Forecasts, digital reporting including KPI dashboards, attribution and customer insight
  • 3. Media: Paid, owned, earned media including Search, Social and Display ads
  • 4. Experience: Desktop / mobile website and apps. Customer service.
  • 5. Messaging: Email, Chat, Social media, customer service, on-site interactions and personalization
  • 6. Content: Product and blog content to fuel content marketing, PDF downloads, Interactive tools


The RACE Framework: A practical framework to improve your digital marketing
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The 5S goals of digital marketing
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