When building internet marketing strategies for my clients I treat it as warfare and have developed a custom strategy I call the “internet marketing unfair advantage”.
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
― Sun Tzu, The Art of War
When asked about marketing strategy by none clients I quote Wikipedia
“Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers.”