It’s important to set the tone of any presentation
Here are the key themes that we will be discussing today. The current state of digital budgets The importance of managing human capital when it comes to digital marketing How to properly invest in digital platforms
You’ve heard a lot of amazing ideas and over the past 24 hours. Let’s get the blood flowing and the brains working.
Visualize how much you spent last year and how much you plan to spend this year. Has that number gone up / down or remained as is?
Don’t carry over ineffective marketing practices, especially when you’re exploring new digital investments.
Dollars continue to shift to digital properties in 2011. But some of the results may surprise you.
SAS and Econsultancy put together a report in February of 2011 on how companies plan to allocate online and offline marketing budgets in 2011. More than 500 companies participated. The good news: more than 50% of companies said that their overall marketing budgets were increasing.
Spending is actually down 7%
That still puts the total allocated to the channel at just over 4 percent.
“ Companies are investing in offline marketing channels to complement increased digital investment, with integrated campaigns which – for example – use television and radio advertisements to drive searches and website traffic”
It’s common for digital platforms to receive the scraps from offline media buys. However, it’s becoming more apparent that budgets sometimes need to shift back to traditional in order to promote digital efforts.
Determines what you can and cannot do in-house
There is a big push for marketers to become generalists. Everyone should know social media…. And everything else….
From Boston Consulting Group’s report “The CMO’s Imperative – Tracking New Digital Realities.” Today’s CMO or marketing manager is presented with an unprecedented amount of communications options. These channels are increasing every day.
There is also less and less time available. Without proper support, great ideas often fall through the cracks.
Keep the organization’s health in check Focus on big picture strategy regarding all channels Create marketing metrics that tie to overall business strategy Understand the strength and weaknesses of the organization’s marketing efforts Manage internal teams / agency efforts
Internal communities vs. mobile ad buys vs. analytics Manage a very specific piece of the marketing strategy and do it well. Measure against metrics selected by marketing managers Can be established internally or be outsourced talent
What is the minimum your organization can commit to digital?