Making the business case for Digital Marketing
How does one ‘sell’ digital internally?
Those of us who would describe ourselves as ‘digital specialists’ have a vested interest in evangelizing digital; we love it, we believe in it and we want to do more. However: working in real-world organisations, we need to make the business case to convince those who control the budgets which we require to implement our digital plans. Otherwise nothing will change and the effectiveness of our marketing activity is likely to decline as consumers/ business customers switch to new platforms; as brand owners we risk ‘missing the boat’.
Let’s be clear: the reality is that ‘the internet revolution’ […]