Marketers still searching for digital roadmap

Ninety percent of companies do not have an integrated digital marketing strategy, despite studies that show an increasing number of customers migrating to the digital platform.

Only 9% of chief marketing officers say their companies have a “highly evolved digital marketing model with a proven and clear path of evolution,” according to a CMO Council study of more than 200 marketing executives. Twenty-three percent report top executives at their firms are “still trying to understand where digital marketing fits within their overall business.” And 36% say their strategy amounts to a collection of tactics.

There is some good news from marketing leaders:

  • 20% report having approval from the C-Suite to implement a digital strategy
  • 42% say they have the interest and support of their teams
  • 23% are trying to determine where digital fits within their existing strategy
  • 20% say they need to make digital marketing a strategic priority with management.

Marketers need to go where their customers go, writes Michael Brenner in a post called “Are Marketers Becoming Digital Dinosaurs?” “The point is to create content that your audience wants, in all the places where they may look for it. The point is to have your customers share your content with their connections. The point is to lower the cost of sales and to increase the effectiveness of marketing.”

And they need a roadmap to get there.

— Jeff Widmer