10 reasons you need a digital marketing strategy in 2017
By Dave Chaffey
Using a digital plan to support digital transformation
Where do you start if you want to develop a digital marketing strategy? Well, I don’t think it needs to be a huge report, a strategy can best be summarised in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives. Yet despite this, it seems that many organisations still don’t have a plan.
Do you have a digital marketing strategy?
2017 Update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. The results have shown some big improvements over the years. A few years ago we found around two-thirds to three-quarters did not have a digital marketing plan. Now that number has shrunk to 44% in latest survey, although that is still quite high, and means many are doing digital with no strategy in place.
When we did the research for our free Managing Digital Marketing report we were interested to see how this percentage looked for a defined sample.
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This is what we found in our survey about the level of digital marketing adoption:
So, our latest research suggests an improved approach to planning in this sample of marketers, with fewer than half without a digital strategy. Congratulations if you’re one of these companies!
A recommended approach for developing a digital strategy
Whether you have a strategy or not, at the heart of the Smart Insights ‘Opportunity, Strategy, Action’ approach to improving digital marketing, is benchmarking to compare where you are now to where you need to be in the future.
To help you get started we have created a free digital marketing benchmarks download with a series of benchmarks covering overall digital strategy and the key tactics like Search, Social media, Email marketing and site/experience design.
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Quickly score your approach to digital marketing with these 7 visual templates.
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But what if you’re one of the companies that doesn’t have a digital strategy yet? Well, I think the two simple alternatives for creating a plan may suggest a way forward:
- Start with a separate digital marketing plan defining transformation needed and making the case for investment and changes to your digital marketing
- 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.
So, what are the takeaways to act on here? It seems to me that:
- Using digital marketing without a strategic approach is still commonplace. 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 optimisation or are suffering from the other challenges I’ve listed below. 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, 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 …read more
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