Do you need a separate, defined digital marketing plan or should it be integrated with your marketing strategy?
In 2016 you will often hear that we live and work in a post-digital world. That is to say since consumers naturally use a mix of traditional and digital media, as businesses, we shouldn't treat digital media and communications separately from other media and they should be integrated.
It's a compelling proposition, but what is the reality in businesses? Our recently published research report Managing Digital Marketing 2016 in collaboration with TFM 2016 shows an interesting pattern of how businesses manage digital marketing through a planned approach.
The green sector in the chart shows that around one-third of businesses may have transformed to a 'post-digital world' with digital marketing integrated into their marketing as part of BAU (business as usual).
Yet, a larger proportion, approaching half of businesses (47%) are doing digital marketing, but with no strategy.
This suggests that many businesses are some way from 'post-digital' and digital transformation is needed.
The remaining blue segment on the chart accounts for around one fifth of businesses (18%) which are in transition. To take advantage of the opportunities of digital marketing you need to update your strategies, people, processes and technologies to be 'digital-ready'. A plan is needed to get buy-in to digital marketing from colleagues and put the budget, resources and plan in place to support digital transformation. The 'end-game' should be full integration of digital media and technology into the organisation.
- Source: Smart Insights Managing Digital Marketing 2016 research report
- Sample: 1100 marketing and digital marketing managers and execs worldwide
- Surveyed: April 2016
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