Our goals give direction to come to our main goal from our strategy (north start).
While we set goals it's wise that everyone knows the companies strategy well. We set goals for teams as well as individuals because if no one is accountable to reach certain goals changes are big the goals won't be met.
The reason of having a digital strategy is to stay focused. There are so many digital marketing opportunities these days that its easy to get lost without a clear idea what you are going to do.
The art is to create extra value to your customers by telling an engaging story that is meaningful and assists your chosen persona's all the way from dreaming about a holiday until sharing their experience of their travels with others.