DIGITAL MARKETING PRIORITIZATION
Last year Adobe issued its annual survey results on digital marketing. The report provides some fascinating insights into how businesses are continuing to respond to and capitalize on social media. I highly recommend the report.
One of the first insights that stood out to me are what the numbers say about how intensely (or how mildly) organizations are embracing all that digital marketing has to offer. A key question asked was “does your organization have initiatives in place to mature your digital marketing?” Note the interesting spread in the results:
- 45%—My organization does not formalize plans.
- 36%—There are priorities in place this year that will help.
- 19%—We make specific plans and investments to mature.
For a long time, social media and digital marketing were on the cutting edge. Not every business seriously considered them. Many today still don’t. Be that as it may, the organizations that want to maximize their target audience influence are the organizations that make digital marketing a top priority.
And that is why the numbers are so interesting to me. Only 19% of the respondents were able to affirm that they make specific plans and investments to mature their digital marketing programs. There is a reason it is called the cutting edge. It appears that the cutting edge today is only 19%.
Repeatedly, I have seen this to be true: the organizations that make social media and digital marketing a top priority are the organizations that thrive. The ones that don’t always seem to have a good excuse, but good excuses don’t make payroll.
