I keep reading that marketers are going to “throw money” at a variety of digital marketing initiatives, but the sad truth is that a lot of that money will be for naught.
Here are the reasons why so many branded digital marketing programs are going to fail:
1. You spent so much time getting approval that some elements of your strategy are no longer relevant. We’re talking about PowerPoint presentations that are too long and too deep, and require to you to get on people’s calendars weeks or even months in advance.
2. Your strategy is not tied back to business/brand objectives. This is probably the most important aspect of digital marketing today, and it’s where a lot of people stumble. Not only do you have to have clear and concise objectives, you also need to get buy-in from key stakeholders on success metrics and how they are going to be measured.
3. You don’t have the adequate resources to implement successfully. Try building a house with just a hammer. It doesn’t work. If you don’t have the resources to do it right then you need to decide if you really want to move forward and damage your brand’s equity.