The scope of digital marketing is widening and becoming increasingly pervasive, yet the integration of a digital marketing strategy into business and marketing strategies often represents a significant challenge for many organizations. A possible explanation for this is that typically organizations have considered digital media and technology in isolation and sometimes try to bolt on digital marketing initiatives, often creating separate teams to manage digital marketing. Aspects of managing digital media and technology which are still a challenge for many organizations included:
● Gaining buy-in and budget consistent with audience media consumption and value generated;
● Conflicts of ownership and tensions between a digital marketing team and other teams such as traditional marketing, IT, finance and senior management;
● Coordination with different channels teams managing marketing programs elsewhere in the business;
● managing and integrating customer information about characteristics and behaviors collected online;
● Getting consistent reporting , analysis and follow-up actions of digital marketing results throughout the business;
● Structuring the specialist digital team & mixing into the organization by changing responsibilities in the setup;
● Implementing new functionalities on a site;
● Insourcing vs outsourcing online marketing tactics, i.e. search, affiliate, email marketing, PR;
● Staff recruitment & retention.
Ultimately, it is important for organizations to integrate all of their strategic plans and it is important to understand clearly how and where the digital marketing strategy fits into the organization's overall business plan.
Good-Luck (Team Expertek US)
www.expertek.net