1. Without a Digital Marketing Strategy, You’re Aimless

Most companies without a digital strategy (and many that have) do not have a well thought out goal for what they want to achieve online when it comes to gaining of new customers or developing a deep-rooted relationship and keen interest in/with existing customers. And if you don’t have any goal with SMART digital marketing objectives you are likely not to put enough resources that’ll reach the goals and you won’t even go through analytics to check if you are achieving the goals set.

2. You won’t have knowledge of your audience(online) or about your market share

If you haven’t done any research on this, your customers demand online services may be jeopardized. Mayhap, above all, you won’t have a full knowledge on your online marketplace: Just as we have different traditional channels also the dynamics will definitely be different with different kinds of customer profile and customer behavior, competitors, propositions, and preferences for marketing communications. See online marketplace methodology post. There are numerous of incredible tools available from the main digital platforms where we can find out the level of customer demand, we commend that you do a search gap analysis using Google’s Keyword Planner to see how you are tapping into the intent of searchers and attracting them to your site, or view how many individuals are interested in your products or services or sector you could reach through Facebook IQ.

3. You won’t have a significant online value proposition

When you have a clearly defined online customer value proposition that’s especially for your different target customer, it will help you identify your online service encouraging both existing and new customers to engage initially and remain loyal. Since content is what engages your audiences through different channels like search, social, email marketing on your blog its advised you develop a competitive content marketing strategy which is extremely important for many companies and organizations.

4. You won’t know your online customers very well

It’s frequently said that digital is the “most measurable medium ever”. But Google Analytics and akin will only tell you the number of visits you get over time but wouldn’t tell you the sentiment of visitors, what they think, and how they feel about your services. You need to make use of some other form of website user feedback tools to pinpoint what and where your weak points are and then correct them.

5. You’re disintegrated

Whether that’s a specialist digital marketer, sitting in IT or a separate digital agency, it’s very common for digital marketing activities to be done and dusted in silos. It’s easier that way to package digital marketing into a convenient chunk. But of course, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels. We always recommend developing an integrated digital marketing strategy and once the digital transformation is complete digital marketing activities will be part of your marketing plan and part of business as usual.

6. Existing and start-up competitors can gain market share

If you are not putting in enough resources to digital marketing or you are making use of some random approach with no certainly defined strategy, then your competitors will eat your digital lunch! 

7. You’re wasting money and time through duplication

Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks

8. Digital doesn’t have enough people/budget given its importance

The insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.

9. You’re not optimizing

Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing

10. You’re not agile enough to catch up or stay ahead

If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic – trialing new approaches to gain or keep their online audiences. So that’s our top 10 problems that can be avoided with a well thought-through strategy.

So, the good news is that there are powerful reasons for creating a digital strategy and transforming your marketing which you can use to persuade your colleagues and clients. There is also now a lot of experience from how other businesses have successfully integrated digital marketing into their activities as explained in the example digital plans, templates and best practices in our digital marketing strategy toolkit.