Date: Thursday, 3rd September 2015 | Category: Mobile-friendly, digital marketing, digital, website traffic, social media, Client, How to, brand, SEO, integrated communications, content marketing, Consultancy, Website
You’ve already decided that your business needs to enhance its digital offering and in July I talked about the eight steps which will help to set digital objectives. Now that you know what you want to achieve, the objectives that you’ve committed to paper, the information you decided on in the first three of our eight steps will help define how aggressive you want to be, and so helping guide the budget at the start.
Initially there are quite a few potential overheads to bear in mind and whether you choose to manage most things in-house, split the work between you and an agency or brief an agency to execute the plan under your guidance, you’ll need to factor in and ask yourself these questions:
I think the main thing to bear in mind when forecasting and monitoring any digital expenditure is to think more broadly than your spend and the direct ROI. Work with stakeholders across your organisation to see how a digital plan can support functions such as sales and customer service and plan to measure results there too.
Finally, focus your time, money and energy on what you believe will work best to support the overall business goals. Digital activity is highly measureable and provides advanced reporting like no other marketing channel out there – but you need to add in some instinct and experience to the planning mix too.
We can help by supporting the strategy and execution of any or all of the components which affect your budgeting process. Please contact me to discuss your next steps.