Advertising · Marketing strategy

Know where your marketing budget should go

A digital marketing strategy is a written plan that says who your customers are, which channels reach them, what to spend on each, and how you will measure success. We build it with you in plain language, so you can run it yourself, with your team, or with us.

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What the plan gives you

Decisions made once, not every week

A clear strategy saves time and money, because the big questions are answered before you spend.

Clear target customers
Who buys from you, why, and what they search, read and watch before they decide.
The right channels
Where to be active, from search and social to email and your website, and just as useful, where not to spend time.
A budget with reasons
How much to spend per channel and per month, based on what a new customer is worth to you.
Goals you can measure
A few numbers that matter, such as leads, bookings and cost per customer, with the tracking to show them.
A calendar to work from
Campaigns, content and launches planned month by month, so your team knows what comes next.
Free choice of who runs it
Run the plan yourself, with your team or another partner, or with us. The plan is yours either way.

Marketing strategy explained

What a marketing strategy covers

What is a digital marketing strategy?

A digital marketing strategy is a written plan for how your business wins customers online: who you want to reach, which channels you use, how much you spend on each, and how you will measure what works. It turns "we should do more marketing" into a short list of decisions you can act on. At Atelier ATTENTION we write it in plain language, so everyone on your team can follow it.

What does the plan cover?

Audience: who your best customers are, what they need, and how they search and decide.
Position: why they should choose you, in one or two sentences.
Channels: which of search, social, email, your website and your Google Business Profile to use, and in what order.
Budget: how much to spend per channel and per month, with the reasoning behind it.
Measurement: the few numbers that show progress, and the tracking that collects them.
Calendar: campaigns, content and launches for the months ahead.

How do we choose the channels?

We start with where your customers already are and what they do there. A hotel's guests compare prices on Google and booking sites, and look for inspiration on Instagram. A B2B buyer searches for a solution and checks the supplier on LinkedIn. We look at your own data, your market and the search demand for what you sell, then pick the few channels most likely to pay back. A few channels done well usually bring more than many done halfway.

How do you set a marketing budget?

Start from the goal and work backwards. How many new customers do you want, what is one worth, and what share of leads becomes a customer? That gives a ceiling for what a lead may cost, and the budget follows from it. Our article on how to plan your marketing strategy and budget for 2026 walks through ten questions to answer first.

How will you know the strategy works?

Every plan names the numbers to watch, usually leads or bookings, cost per customer and revenue from marketing, and checks that the tracking collects them before any campaign starts. For an introduction to the most useful numbers, read decoding marketing analytics. We suggest reviewing the plan after the first months, once real data replaces the assumptions.

Who carries out the plan?

That is your choice. You can run it yourself, hand it to your team or another partner, or ask us to run all or part of it:

Google Ads for people already searching for what you sell
Social media advertising to reach people before they search
Email marketing to bring past customers back
SEO and social media management for steady growth without paying per click

If you sell in more than one region, our article on running a marketing campaign across Vietnam shows how one plan adapts per market. And to see how strategy fits with the rest of our advertising work, visit the advertising overview.

How we build your strategy

From questions to a written plan

¹
Interviews and data
We talk with you and your team, and look at your sales, website analytics, ad accounts and reviews.
²
Audit
We check what is in place: tracking, website speed and content, Google Business Profile, social accounts and past campaigns.
³
Analysis and choices
We compare channels, audiences and your market, and choose the few actions most likely to bring customers.
⁴
The plan, presented
You get the plan in writing and a session to walk through it: goals, channels, budget, calendar and measurement.

Strategy FAQ

Strategy questions from business owners

What owners and managers ask before they commission a marketing plan.

A colleague at a laptop in a bright meeting room

What is a digital marketing strategy?

A written plan for how your business wins customers online: who you want to reach, which channels you use, what you spend on each, and how you measure results. It turns 'we should do more marketing' into decisions you can act on.

How much does a digital marketing strategy cost?

It depends on the size of your business, the number of markets and how much data is available. After a free call you get a fixed quote.

How long does it take to make a marketing plan?

That depends on how many interviews, markets and channels are involved. Typically it takes 3–4 weeks from kickoff to the finished plan. You know the timeline before we start.

What should a marketing plan include?

Goals, target customers, positioning, channels, budget, a calendar and how you will measure results. Ours also lists what not to do, which often saves the most money.

How much should a small business spend on marketing?

There is no single right number. Start from your growth goal and what a new customer is worth, then work back to a budget you can keep up for at least a few months. Our article on planning your marketing strategy and budget for 2026 walks through the questions.

Can I carry out the strategy myself?

Yes. The plan is written so your own team can run it. You can also ask us to run all or part of it, or work with another partner.

What is the difference between a marketing strategy and a marketing plan?

The strategy is the set of choices: who you serve, what you offer them and where you compete. The plan is how you carry it out: channels, budget, calendar and targets. We deliver both together.

Do you make marketing strategies for hotels?

Yes. A hotel plan focuses on direct bookings, the balance with OTAs (online travel agencies such as Booking.com), and the guest's path from the first search to the booking.

Do you make strategies for businesses in Vietnam and the Netherlands?

Yes. We work from Hanoi, Ho Chi Minh City and Miami, with clients in Vietnam, the Netherlands, the United States and, with our partner Charisma, Saudi Arabia. Each market gets a plan based on how people there search and buy.

Testimonials

What our clients say about us

“Atelier ATTENTION has been our trusted marketing partner for 5 years. They help us plan and execute our marketing strategies, including our website, which has significantly increased our market share.”