We can't answer your question in absolute terms.
The explanation is already in your question itself : ".... vary depending on the specific goals of a business, target audience, and industry."
I would even say the business context, its capabilities, its difficulties, its challenges, the trends in its environment, the competition, the overall strategy and the company's master plan. And to avoid complicating your life too much, always make sure to define any digital marketing strategy with your client and make it evolve as you go along.
