Using digital marketing without a strategic approach is still common. We are sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, paid media or social media marketing. But we equally sure that many are missing opportunities or are suffering from the other challenges that can easily be overcome through a well thought out integrated digital strategy. Perhaps the problems below are greatest for larger organisations who most urgently need governance. There’s arguably less need for a strategy in a smaller company.
Many, a majority of companies in this research do take a strategic approach to digital. From talking to companies, we have established that the creation of digital plans often occurs in two general 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, give us a call and we will work and walk with you and your team through the process.