It’s that time of year again. You’re probably beginning the process of creating next year’s marketing budget, deciding what percentage will be allocated to the customary tradeshows and lead gen portals. But, this time around I’d like you to think about something else for next year. I’d like you to think about how much money you’re going to be spending on digital marketing strategies like website optimization, digital advertising, webinars, e-mail campaigns, marketing automation, retargeting, and affiliate marketing. I’m encouraging you to broaden the scope of your budget parameters because I know it will make an impact on your overall results. If you are following what most of the major companies spend on their digital marketing programs, you know it hovers at about 50 percent. Make sure your approach for 2015 addresses your digital opportunities and directs sufficient funds their way.
How are you investing your marketing dollars in 2015? Is digital part of your plan for next year? Tell us why or why not.