Marketing strategy that gives your channels direction
What is marketing strategy?
Marketing strategy gives direction to the choices you make about your brand, channels, content and campaigns. For me, it is not a plan disconnected from delivery. I connect that direction with what happens on websites, in advertising and across social media. Strategy then becomes a practical starting point for your marketing work.
I am Pieter Hogenbirk, The Dutch Digital Marketing Man. My experience covers channel strategies, advertising strategies, funnel strategies and reviewing a wider marketing approach. I work on both direction and execution. That means I discuss strategic decisions not just as ideas, but through their implications for campaigns, content and collaboration.
What I do: connecting choices with execution
I consider the relationship between the marketing challenge, the audience and the channels. An organisation may need a clearer role for its website and social media. Another may be focused on advertising or changes to brands and websites. I connect my contribution to that context instead of applying the same channel choices everywhere.
- I develop channel-specific strategies and long-term content plans.
- I develop advertising strategies and funnel strategies for different audiences.
- I review the broader marketing strategy when brands and websites change.
- I connect campaigns and content with client and stakeholder needs.
When that direction needs to take shape in content, it connects with content marketing. Coordinating related changes also connects with project management. I discuss which support makes sense, rather than automatically turning a strategic question into a larger assignment than it needs to be.
Tools and channels
Tools support my work, but they do not determine the strategy on their own. At Vattenfall I worked with Semrush, Google Analytics and HootSuite, alongside Facebook, Instagram and X. At Clever Strategy my tools included Google Ads, Microsoft Ads, Channable, Google Analytics and Looker Studio.
That experience helps me discuss the relationship between strategic direction and channel activity in concrete terms. A content strategy calls for different choices from an advertising funnel, even when both support the same marketing goals. Interpreting data connects strategy with analytics. I use insights to support decisions, rather than to replace the underlying marketing judgement.
Who I support with marketing strategy
I support organisations seeking a more connected approach to digital marketing. That might be a brand with several channels, a marketing team working with agencies, or an organisation preparing a rebrand. My experience includes international channel strategy, campaigns for different clients and marketing challenges within elderly care.
You do not need to arrive with a fully developed plan. A question about channel roles, the relationship between campaigns and content, or the implications of a brand change can also be a starting point. I consider your situation and the marketing activities involved, without promising a fixed outcome or assuming that one standard route will suit every organisation.
Experience and examples from my CV
Vattenfall: a strategy for each channel
As interim Digital Media Manager, I set up a Channel Strategy Project for the corporate website and social media. Its purpose was to clarify channel roles and avoid overlap and inconsistency. I developed long-term content plans and established an editorial board. Read about my Vattenfall experience.
Korian Nederland: strategy during brand change
As interim Online Marketing Specialist, I developed a comprehensive plan for rebranding and bringing labels together under one new brand. I also reviewed the entire marketing strategy. When planning the website migration steps, I focused on SEO, content and website development. Explore my Korian Nederland assignment.
Clever Strategy: data-driven online strategies
As interim Senior Online Marketer, I devised and implemented data-driven online strategies focused on growth and visibility. I developed funnel strategies for different channels and audiences and worked on campaign optimisation. I also aligned campaigns and content with stakeholders. See my work at Clever Strategy.
FAQ
Do you work only on strategy or also on execution?
I have experience with both. At Clever Strategy I developed online strategies and funnel strategies, and also worked on setting up, analysing and optimising campaigns.
Can you help with a rebrand?
Yes. At Korian Nederland I developed a rebranding and relabelling plan and reviewed the marketing strategy, with attention to SEO, content and website development.
Is channel strategy part of marketing strategy?
Yes. I consider the role of channels within the wider approach. At Vattenfall I set up a Channel Strategy Project for the corporate website and social media.
Looking for clearer direction and stronger connections across your digital marketing? Get in touch to discuss your strategic question and how I could contribute.