Introduction
When I think about how digital marketing has changed over the years, it’s clear to me that it’s no longer just about visibility or making noise on social media. What really makes the difference today is the ability to personalize without losing the essence. It’s like telling the same story to different people: the core remains the same, but you adapt the language and examples that connect best with each audience.
It’s not about endlessly repeating the same message, but about finding new ways to share it without betraying your core values. Without adaptation, strategies quickly become obsolete.
1. What is digital marketing in this context?
Digital marketing is often confused with a sum of techniques: SEO, social networks, ads… But in my experience, it’s much more than that. At its core, it is the connection of technology, creativity and knowledge with the people we want to reach.
And it is not a closed process. It’s a constant path of iteration: trying, failing, learning, adjusting, and trying again. I see marketing as a living “ecosystem” that evolves, mutates, and adapts continuously.
2. The downside of rigid strategies
I’ve often seen campaigns so rigid that they become useless at the first change in context. For example, relying on a single channel: “Instagram works for us, so let’s put everything there.” The problem arises when the algorithm changes: reach collapses and the whole strategy shakes.
The same happens with repetitive newsletters that use the same format and message week after week. The first time they might work, the second too, but by the third the reader already knows what’s coming and stops opening the emails. That’s where I believe rigidity kills curiosity.
3. Current options and approaches
Over time I’ve seen two main ways of understanding digital strategy:
- Linear models: following a fixed, short-term plan. They have the advantage of clarity, but rarely survive the first unexpected change.
- Living models: building modular strategies that can be adjusted based on data and feedback. They may seem less secure on paper, but in practice they are far more realistic.
4. Building a flexible strategy
4.1 Define the foundation (objectives and values)
Every brand has a core that doesn’t change: its underlying values and objectives. When that is clear, everything else can evolve without fear of losing consistency. I see it like the trunk of a tree: branches can grow in different directions, but the roots always sustain the same identity.
4.2. Choose channels and formats
Instead of trying to be everywhere, it makes more sense to be where the brand can bring real value. For example, I’ve seen small projects thrive with newsletters because that’s where they could go in depth, while on TikTok they couldn’t find their tone. Choosing well is also an act of honesty.
4.3. Create modular content
A method that has often worked for me is to create a central piece (an article, a video, a story) and then adapt it for each channel. It’s not about copy-paste, but about reinterpreting the same narrative. That’s the difference between repeating and resonating.
4.4 Iterate with data and knowledge
Every campaign is also an experiment. When you look at data not as cold numbers but as clues to better understand your audience, that’s when marketing becomes applied knowledge. Data tells you what happened; reflection tells you what to do next.
4.5 Ensure narrative consistency
Personalization does not mean fragmentation. There is always a central narrative that must sustain all variations. I’ve learned that consistency is not rigidity, but a compass that keeps you from getting lost when experimenting.
Mini case study:
A company wants to increase newsletter subscriptions. → Rigid strategy: always sending the same email with a fixed CTA. → Flexible strategy: a central piece with a short story, modular CTAs for different segments (students, professionals, creatives), and adapted versions for social media. The result? More engagement and a better-segmented, more useful database.
5. Tools and best practices
There’s no magic formula, but there are tools that help make a strategy more solid:
- SEO and structured content: not just for Google, but to ensure information is clear and accessible to everyone.
- Advanced analytics: numbers alone are useless. The value lies in turning data into knowledge.
- AI and automation: they can scale processes, but human supervision is always needed to maintain quality.
- Digital asset management: tone guides, color palettes, templates. Small details that ensure consistency even if the team changes.
Common mistakes
I’ve also learned a lot from mistakes, both my own and others’:
- Thinking personalization means just putting someone’s name in the subject line.
- Not documenting learnings and having to start over every time.
- Creating so many variations that the brand identity gets diluted.
6. Mini practical guide: from analytics to applied knowledge
- Define the objective clearly (clicks, responses, traffic).
- Create two versions of the same message to test.
- Send and collect data patiently.
- Interpret results beyond numbers: what does this audience behavior mean?
- Apply the learning to the next campaign. It’s a cycle, not a straight line.
