The Difference Between Marketing Strategy, Plans and Campaigns

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It’s easy to confuse digital marketing strategy with your marketing plan and campaigns, but they are three different things. Here’s the breakdown:

A digital marketing STRATEGY describes WHY you are taking the actions you plan to invest in.


Your overarching goal might be to generate 25% more leads via social media and 50% more leads from referrals than you had last year.

A digital marketing PLAN describes HOW you plan to achieve desired goals:


- Grow your connections to have more conversations.
- Increase visibility on social media.
- Create a program to reward those referring new clients.

Digital marketing CAMPAIGNS cover WHAT specific actions you’ll take to support your marketing strategies and plans.


- Launch paid ad campaigns around challenges faced by female entrepreneurs leading up to releasing your offer on International Women’s Day.
- Cross-share related content to stimulate engagement.
- Focus outreach on media, podcasts and groups geared to women’s interests.

Having a plan is essential, but developing a strategy should always come first. Never try to fit your strategy around existing plans. Rather, develop your strategy first, then create marketing plans and narrowly focused campaigns around it.



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Linda M. Lopeke

Linda M. Lopeke

Founder. Mentor. Teacher. Student. Philanthropist. Confirmed pasta addict.