Hi ,
A digital marketing strategy is an absolute given for any company trying to market itself online – right?
That's certainly the impression you'd get from reading most digital marketing blogs, where the question of whether you should have a digital marketing strategy has long ago been eclipsed by how to develop one.
And yet, on the ground, most companies remain unconvinced.
A report by Smart Insights, Managing Digital Marketing , shows that nearly half of marketers have active digital marketing programmes, but no defined strategy at all.
The other half is divided between those who have a stand-alone digital strategy (17%), and those who have integrated it into a more general marketing plan (34%). This is the way it should be, for more advanced marketers, for whom digital marketing has become 'business as usual'.
I'm sure that many of the 49% of companies that do not yet have a written strategy are using digital media and getting results, but with an integrated digital marketing plan, digital media like organic and paid search, retargeting ads and social media marketing work better together and can be supported by other activities like marketing automation or conversion optimization of the website.
Perhaps they even have good reasons not to create a strategy.
Companies often tell me that they already have enough strategies and plans, and that they are rarely referred to; that putting their strategy down in writing will create problems of integration and ownership; that digital plans are not useful, as technologies and marketing approaches change so fast; and that they simply do not have the resources or time to create one.
But I am also sure that they would benefit from writing down their approach.
Here are five reasons why:
Cheers
Joao
%Jeff
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