Whether you run a traditional brick-and-mortar business or an eCommerce company based entirely online, a digital marketing strategy that yields results is a necessity. 

After all, people can’t buy goods and services they don’t know about and have no opportunity to discover.

Your digital marketing efforts are the bridge between your company and an eager audience that’s sure to love what you have to offer. 

But search engine algorithms, economic influences, and consumer tastes are constantly changing, so any good approach to digital marketing needs to perpetually evolve, as well.

A lot of folks tend to underestimate how quickly the digital landscape shifts—one year, short-form video blows up (looking at you, TikTok in 2023), and by the next, everyone’s obsessed with some new platform or weirdly specific meme trend. It doesn’t take much for yesterday’s winning strategy to start feeling old-fashioned or, worse, completely invisible. When you think about it, brands can’t just set a plan and leave it on autopilot; the real magic comes from tweaking, testing, and yes, sometimes failing before a spark catches on.

I’ve seen companies chase every shiny new tool, convinced that “AI automation” or “micro-influencers” will transform their bottom line overnight. That’s not how it works. The ones that actually cut through the noise usually stick to clear messaging and actually talk to their customers—seriously, asking what people want isn’t rocket science, but it’s wild how often it gets skipped. Sometimes it’s less about the tech and more about having a bit of humility and curiosity about what’s working, what’s not, and why.

That means reevaluating your goals every year to ensure they’re still in step with the times and current best practices.

The following digital marketing goals are musts for succeeding this year and beyond. Is your marketing team focused on the right things?

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