The Digital Disconnect
An executive's guide to driving better commercial outcomes from digital marketing
The digitization of media has created a plethora of new opportunities for companies to better communicate, connect and deliver goods and services to the world. However, in this fast moving environment, how many are investing in the right digital tools and channels to support key business objectives?
This research suggests that companies are ineffectively spending between 40 and 60 percent of their digital budgets every year. Furthermore, as companies look to increase investment into digital, with the expectation of driving greater returns and closer engagement with customers, many marketing leaders are struggling to connect digital spend with commercial outcomes.
This whitepaper explains why the value of digital marketing activity remains opaque, the reasons for poor digital spend practices and presents a practical guide for gaining true business value from digital marketing through better procurement practices.
Download this best practices guide to achieve spend effectiveness, greater control over and better commercial outcomes from, your digital marketing investment. Plus, learn about the key areas that executives, marketing leaders and procurement leaders should all be investigating to maximize digital marketing expenditure, including:
- The need to focus on big insights, not big data
- Understanding and embracing programmatic buying
- Striving to achieve full transparency