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… Read More