Set up with a part digital marketing plan essential transformation needed and making the case for investment and changes.
• Then, following approval, create an integrated digital plan which is part of the overall marketing plan - digital is fully aligned and becomes part of business as usual.
Use this digital benchmarking info graphic to track your progress from initial to optimize. So, what are the takeaways to act on here? It seems to me that:….
• Using digital marketing without a planned approach is still everyday. I'm sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, email, or social media marketing. But I'm equally sure that many are missing opportunities for better targeting or optimization, or are suffering from the other challenges I've listed below. Maybe the problems below are greatest for larger organization that most urgently needs power.
• The common of companies in our research do take a calculated approach to digital. From talking to companies, I find the creation of digital plans often occurs in two stages. First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how you integrated digital marketing into other business activities. Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual", but doesn't warrant separate planning, except for the tactics.
If you don't have a strategy, or maybe you want to review which business issues are important to include within a strategic review, we've set out the 10 most common problems, which in our experience arise if you don't have a strategy.
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