By Trevor Daughney
This is one of the questions posed by Laura McLellan of Gartner Inc. on her March 26th webcast, “Why digital marketing is underfunded.” As par of the discussion, she poled the audience of marketers to choose from the following choices:
Which of these activities would most help to justify additional spending on digital marketing in your organization?
- Better overall digital marketing metrics
- Proof digital marketing shortens the sales cycle
- Decision to decrease traditional advertising expenses
- Customer buying habits shift to more on-line commerce
- Analysis shows you significantly lag competitors’ efforts
The top choice in the session I attended was #2, proof that it shortens the sales cycle. Laura disclosed that the top choice with an audience earlier in the day was #1, better overall digital marketing metrics.
I was surprised. In my opinion, both of these responses put an undue burden on digital marketing. Marketers have long spent their money on other channels without even a sliver of the metrics that can be easily obtained for digital marketing.
Don’t get me wrong, metrics are critical, but a more fundamental question is to ask, “where are my prospects spending their time during their buying cycle?” If your answer is like mine, and your customers are spending more time online, then the answer to Laura’s poll has to be “customer buying habits shift to more on-line commerce.”