I recently attended a B2B Marketers of Indiana meeting where the topic was Challenges for the Modern Marketer. During Q&As after the presentation, Dave Morse brought up a great point that many companies still plan their digital marketing strategy and tactics annually, just like they do for traditional marketing and paid media.
While annual planning makes sense if your company is buying traditional media like TV, radio, or print, it makes less sense when it comes to digital and social media marketing. Planning digital and social media buys annually won’t give your company enough flexibility to respond to the always-changing digital marketplace.
In today’s world, consumers have multiple touchpoints with a brand before they ever purchase. In many cases, those touchpoints span traditional, digital and social media. According to MarketingProfs there are 8 important touchpoints during a customer’s consideration phase – and those are just social media touchpoints!