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 new report by Smartinsights.com, Managing Digital Marketing 2015 , shows that a full 50% of marketers have active digital marketing programmes, but no defined strategy at all. This is actually a slight increase from the previous year, when the figure was 46%.
The other half is divided between those who have a stand-alone digital strategy (16%), and those who have integrated it into a more general marketing plan (34%). The latter are probably more advanced marketers, for whom digital marketing has become ‘business as usual’.
