Digital Marketing
Digital Strategy & Planning: Defining The Interactive Vision
Organizations can realize meaningful competitive advantage by developing formal digital strategies that support key corporate business and marketing objectives. By proactively measuring and optimizing these digital strategies and programs, maximum return on investment can be achieved.
CATALYST
EAST COAST
Background
Corporate investments on internet-oriented marketing and sales initiatives over the past 15 years have increased from virtually nothing in the mid-90s to millions of dollars annually at big companies. Today, digital activities run the gamut from multi-functional websites, search and email marketing, banner advertising, web-enabled multimedia, and, of course, social media. This seismic increase in spending is not without good reason: digital marketing works – for new customer acquisition, lead generation, and brand building. However, given the speed at which the interactive marketplace has evolved, it should come as no surprise that many organizations now find themselves with sprawling, disjointed digital marketing operations that lack a central vision and/or meaningful, useful measurement systems. As a result, marketing and sales executives find themselves struggling to devise, measure, monitor and optimize the performance of scatter shot interactive programs - which now have the full attention of the entire corporate leadership team. And subsequent digital strategy and budget planning discussions are often overly reactive and disorderly without a structured framework and methodology to guide the process.
Old Methods Ineffective
We hear time and time again from frustrated clients, “The interactive world moves so fast - I constantly struggle to make sense of what we currently have going on while also planning for the future.” Though the same can be said for many functional areas of an organization, digital strategy is characterized by unique challenges, due primarily to
Organizations can realize meaningful competitive advantage by developing formal digital strategies that support key corporate business and marketing objectives. By proactively measuring and optimizing these digital strategies and programs, maximum return on investment can be achieved.
CATALYST
EAST COAST
Background
Corporate investments on internet-oriented marketing and sales initiatives over the past 15 years have increased from virtually nothing in the mid-90s to millions of dollars annually at big companies. Today, digital activities run the gamut from multi-functional websites, search and email marketing, banner advertising, web-enabled multimedia, and, of course, social media. This seismic increase in spending is not without good reason: digital marketing works – for new customer acquisition, lead generation, and brand building. However, given the speed at which the interactive marketplace has evolved, it should come as no surprise that many organizations now find themselves with sprawling, disjointed digital marketing operations that lack a central vision and/or meaningful, useful measurement systems. As a result, marketing and sales executives find themselves struggling to devise, measure, monitor and optimize the performance of scatter shot interactive programs - which now have the full attention of the entire corporate leadership team. And subsequent digital strategy and budget planning discussions are often overly reactive and disorderly without a structured framework and methodology to guide the process.
Old Methods Ineffective
We hear time and time again from frustrated clients, “The interactive world moves so fast - I constantly struggle to make sense of what we currently have going on while also planning for the future.” Though the same can be said for many functional areas of an organization, digital strategy is characterized by unique challenges, due primarily to