It’s been a rough couple of weeks for blogging, or business blogging at least. First came the University of Massachusetts Dartmouth study that delivered these findings, among others: Blogging declines for the first time among the Inc. 500. Fifty percent of the 2010 Inc. 500 had a corporate blog, up from 45% in 2009 and… Read More
It’s a digital horse race and marketing execs aren’t running.
Here’s an interesting post from Mark Schaefer that would indicate that perhaps marketing execs still don’t place the same level of importance on digital marketing when compared to more traditional marketing channels.
Schaefer’s post is based on a Harvard Business Review report that stated only nine companies in the Fortune 500 would be regarded as having a “highly digital” orientation.
Couple this finding with reports that digital media spending still significantly trails traditional spending and it would cause one to wonder how much importance marketing execs place on digital. And this is given the fact that digital media channels are growing much more rapidly than traditional.
A couple factors could be hindering digital growth in the marketing world: 1.) The reluctance of some execs to change and 2.) The need for a better demonstration of ROI from digital media.
I think everyone agrees that digital will move forward. The question is how quickly will it grow in the marketing world?
Survey 10 different organizations about how they make decisions and no doubt you’ll get 10 very different approaches. This is understandable. Differing organizational cultures need differing processes that fit the organization. To be most effective, however, business decision making needs a strong element of balance. For some organizations, decisions are made too quickly, with not… Read More