Do you really need a digital marketing strategy?

Do you really need a digital marketing strategy?:

5 reasons why you don’t and 10 reasons why you could

Surely it’s obvious, with today’s digital marketing platforms like search and social networks, desktop and mobile web applications that you need a digital marketing strategy?

I don’t think so, the obvious isn’t always obvious, or practical to make happen, or even considered necessary. So, before we explore why a digital marketing strategy may or may not be necessary, it’s interesting to see “where you’re at”.

So first, please answer this one question for your company, or if you work for an agency or are a consultant, your typical clients…

Does your organisation have a clearly defined digital marketing strategy?

I asked the exact same question back in 2010 in an informal poll of visitors to Smart Insights and I thought it would be interesting to see whether things have changed.

I’ll return to this post in a week or so and update it once “the results are in”.

Here are the original results from the poll:

5 reasons why might not need a digital strategy

1. You already have more than enough strategies and plans

If you work for a larger company, then there will likely be a clear marketing strategies and plans for different markets? Or will there?

If you work for a smaller company, then you likely don’t have time and even developing any form of marketing plan may be a struggle.

If you have never had a separate plan for online marketing, it’s likely you will benefit from one. It doesn’t have to be a massive 50 page report – a 2 sider like our health check looking at your priorities is probably more actionable.

2. A separate digital plan can give problems of integration and ownership

I don’t personally think a separate digital planning document is needed in all companies. The ideal approach is that you initially need a digital plan to help set goals for the digital channel, make the business case for investment and to create a long-term roadmap. But once you’re are on this journey the long-term ambition should be to integrate digital marketing seamlessly into your marketing or business plan.

This is why one of the answers in the poll above is… “Yes – it’s integrated into our marketing strategy” – if you answered this, you’re likely already a fair way along your journey.

In fact you often see an evolution from a separate plan to get buy-in, resource and structure and then digital marketing has become part of business as usual.

3. A single vision and company goals are needed

Does it really make sense to have a separate vision for digital marketing, an integrated vision of how a company will grow and goals to support this can be clearer than specific digital goals. I looked last week at a good example of integrated vision statement.

4. Digital technologies and marketing approaches change so fast

It’s hard to argue with this. I’ve spoken to many who say that the continual launch of new marketing approaches from the social networks LinkedIn, Twitter and Facebook mean that any plan is instantly out of date. The introduction of Google+ is an example of this.

I completely disagree with this argument, since actually the marketing fundamentals don’t change; how you segment and target your markets and having clear propositions doesn’t change every few months…

Having a plan and a longer-term roadmap you’re working to will help you from being distracted by new marketing approaches which can distract from your aims.

The other counter-argument here is that the move to a digital or social business doesn’t happen overnight, it takes years of transformation, so a longer-term roadmap is essential to prioritise what to invest in when.

5. Increasingly digital marketing is marketing

It’s also becoming more difficult to argue with this. Some pureplay online companies gain all of their business online. But these are still in the minority. In these cases a marketing plan will mainly focus on digital activity anyway, so why have a separate plan?

The reality for many companies is that while digital leads or sales are increasing, sales or gaining awareness from other channels remains important and a multichannel plan is needed.

and 10 reasons why you could need a digital strategy

I covered these in my previous article on digital marketing strategy, I think they’re persuasive, but I’d be interested to know what you think.

1. You’re directionless.

2. You won’t know your online market share.

3. Existing and start-up competitors will gain market share.

4. You don’t have a powerful online value proposition.

5. You don’t know your online customers well enough.

6. You’re not integrated (“disintegrated” ).

7. Digital doesn’t have enough people/budget given its importance.

8. You’re wasting money and time through duplication.

9. You’re not agile enough to catchup or stay ahead.

10. You’re not optimising.

Having a clear strategy or plan will help you tackle all of these, which these reasons are all directed at getting better commercial results than your competitors.

Please vote and ask others to, I’ll update with the final results next week. TIA!