Defining and tracking digital marketing is important, but the modern marketer understands it must be executed in orchestration with the full marketing strategy. In short, rather than creating another walled practice within marketing (think, advertising vs email marketing, vs events), make digital an organizational practice that spans across all tactics and staff. Separating digital and non-digital marketing will create more complex challenges for the organization. Avoid this approach and make digital a strength across all of marketing.
3 Take Aways:
- Digital marketing spend is growing, FAST, it will be 50% of the (multi-billion dollar) B2B tech marketer’s program budget by 2016.
- Work to define digital marketing so everyone in the organization is speaking in the same terms.
- Do not s