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This white paper is designed to outline a process for developing a digital strategy or "Roadmap" for a brand. The goal is to combat the tendency for some marketers to approach digital from an executionally centric perspective. Far too many brands approach digital by reacting to what's new or "Hot" in the space, rather than taking a more comprehensive, objectives-based approach. Unfortunately, the result of this practice is that hundreds of millions of dollars - perhaps even billions of dollars - are wasted on tactics that don't properly align with the overall needs of brands. With that in mind, this paper offers a starting point towards a more strategically-driven digital planning process.
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