Digital marketing strategy to some feels like effort without value. We agree marketing strategy has a bad rep. It conjures up the idea of endless meetings, expensive research, and eventually to the conclusion you had all along.

CEOs, MDs and senior management like the long planning process, it’s accountable. On the opposite end of the spectrum though is gut instinct. There’s no way to measure gut instinct and communicating that fag packet strategy can be confusing. The cost is the loss of clear brand positioning.

Brandgym’s David Taylor talks of a strategy reboot for digital marketing. So instead of focusing on the latest channels and tools without a clear plan, strategy comes first. This supported by their survey of 100 senior marketing professionals of which 62% said digital marketing strategy is overlooked. 91% said clear brand positioning was the key to marketing effectiveness in digital.

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