The composition of a digital marketing is widening and becoming increasingly pervasive, yet the composition of digital marketing strategy into business with marketing strategies often represents a significant challenge for many organizations. A possible explanation for this is that typically organizations have considered digital media and technology in isolation which sometimes try to bolt on digital marketing initiatives, often creating separate teams to manage digital marketing. The research involved interviewing e-commerce with digital marketing directors at retail, travel, media and telecoms businesses. Various aspects of managing digital media and technology bring a  challenge for many larger organizations which includes:

  • gaining buy-in and budget consistent with audience media consumption and value generated:
  • conflicts of ownership and tensions between a digital marketing teams managing marketing team and other teams such as traditional marketing:
  • coordination with the different channels in conjunction with the teams managing marketing programmes elsewhere in the business:
  • managing and integrating customer information about characteristics and behaviours collected online:
  • achieving consistent reporting, review, analysis and follow-up actions of digital marketing results throughout the business:
  • structuring the specialist’s digital team and integrating into the organizations by changing responsibilities:
  • ‘time to market’ for implementing new functionality on a site:
  • insourcing vs outsourcing online marketing tactics, i.e. search, affiliate, email marketing, PR:
  • staff recruitment with the retention

Ultimately, it is important for organizations to integrate all of their strategies plans which is important to understand clearly how, where the digital marketing strategy fits into the organizations’ overall business plan.  Once the issues have been addressed then the digital channel activities should be integrated into the broader marketing plan.


A digital marketing specialist or consultant can create a digital marketing plan to help inform and influence not only senior managers or directors also other non-marketing functions, but also to achieve buy-in from fellow marketers.



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