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Is digital always the answer? Spend on digital takes the lion’s share of Marketing Dollars

August 11, 2016

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Digital marketing channels and programs integrated into marketing strategies and plans have long proven to effectively deliver on marketing and business goals and objectives.

According to 2016 State of Marketing report digital accounts for an ever-growing share of marketers’ activities, channels, and budget
s. This year marks a tipping point, with marketers spending more than two-thirds (70%) of their total budget on digital marketing channels.

In marketing, many of us can be accused of suffering from shiny new thing syndrome when it comes to digital marketing channels. We get so hung up on the new technology of digital media we can forget to make sure it aligns with our marketing strategy and overall business goals.

However before throwing the entire marketing budget online, it is important to know that before the internet , smart phones and 24/7 access to everything everywhere, marketers had effective marketing strategies that worked. The difference to then and now is that there were simply not as many channels as marketers have access to today.

Popular blogger, Samuel Scott , when talking about the integration of traditional and digital marketing summed it up well, “The Internet is just a new set of communications channels. Digital marketing is really just doing direct marketing, sales promotion, personal selling, advertising, or publicity via a specific collection of communications channels that we call the Internet. ”

At Icon Visual Marketing we use digital marketing to generate product and service leads, sales, build brand awareness and generate customer insights, but we also integrate this into other forms of offline marketing in order to meet your business and marketing goals. Contact Icon Visual Marketing today if you are interested in growing your business with a team who isn’t distracted by shiny new things syndrome.

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