Six pillars of marketing represent six types of marketing activity, categorized by the role they play in your customer’s experiences of your brand. In smaller businesses, it may be one person such as a digital marketing manager responsible for all, or one for each pillar with many team members in larger businesses. These 6 types are:

1. Strategy and governance (or management):

Goals – Analytics, Strategy (Segmentation, Targeting, Brand Positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology and data

2. Goals and measurement:

Forecasts, digital reporting including KPI dashboards, attribution and customer insight.

3. Media:

Paid, owned, earned media including Search, Social and Display ads.

4. Experience:

Desktop / mobile website and apps. Customer service.

5. Messaging:

Email, Chat, Social media, customer service, on-site interactions and personalization.

6. Content:

Product and blog content to fuel content marketing, PDF downloads, Interactive tools.

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