Building a Digital Marketing System

So far, we’ve laid the groundwork by dissecting what a system is, explored the nuances of systems thinking, and identified the components that form a digital marketing system. Armed with this foundational knowledge, you’re well-prepared to move to the next crucial stage: Building a Digital Marketing System.

Creating an effective digital marketing system isn’t about randomly selecting strategies or tools and hoping they work together. Instead, it’s a deliberate process involving planning, integration, testing, and iteration. This section aims to guide you step-by-step through this process, enabling you to construct a system that is not only efficient but also resilient and adaptable.

Building a Digital Marketing System

The Blueprint: Strategic Planning

What Is Strategic Planning?

Before you build anything, you need a blueprint. In digital marketing, this blueprint is a strategic plan that outlines your objectives, target audience, marketing channels, and key performance indicators (KPIs).

Why Is Strategic Planning Important?

Strategic planning helps you establish a clear direction for your marketing efforts and ensures that all the components of your system align with your overarching goals. Without a strategic plan, you risk spreading your resources too thinly or investing in activities that don’t contribute to your objectives.

Sourcing and Organizing Digital Assets

The Importance of High-Quality Assets

Having established a blueprint, your next focus should be sourcing or creating high-quality digital assets that resonate with your target audience. Whether it’s engaging blog posts, eye-catching graphics, or compelling video content, your assets are the building blocks of your system.

How to Organize Your Assets

Organization is key. Use content management systems, digital asset management platforms, or well-structured cloud folders to organize your assets. Proper organization makes it easier to deploy these assets through your chosen digital channels.

Leveraging Channels for Maximum Impact

Choosing the Right Channels

Not all digital channels are created equal. Some might offer better engagement for your particular audience, while others offer a broader reach. The channels you select must align with your strategic objectives and suit the assets you plan to deploy.

Channel Synergy: An Interconnected Approach

In a well-crafted system, the choice of channels should create a synergistic effect, where each channel amplifies the impact of the others. This is why understanding systems thinking is so crucial; it allows you to see how individual channels contribute to a unified marketing impact.

Measurement, Analysis, and Iteration

Why Measurement Matters

No system is complete without a mechanism for measurement. Utilize analytics tools to monitor KPIs, track user engagement, and assess ROI. These metrics inform whether your system is achieving its goals or needs adjustment.

The Cycle of Iteration

Building a digital marketing system is not a one-time event but a cycle. Analysis should lead to iteration—refining and updating your strategies based on performance data. This adaptability is the hallmark of a robust digital marketing system.


Building a Digital Marketing System is a multi-step, iterative process that involves strategic planning, meticulous asset selection and organization, channel optimization, and ongoing analysis and adaptation. When executed with care, thoughtfulness, and an understanding of systems thinking, the result is a powerful, cohesive system that is greater than the sum of its parts.

In the coming sections, we’ll get into the practicalities—looking at case studies, best practices, and actionable insights to help you successfully implement what you’ve learned. The journey to mastering digital marketing as a system is an ongoing process, and we’re here to guide you every step of the way.