I’m often asked how to help people justify expenditure of time and resources on digital marketing to their managers or directors, particularly those who still have a seemingly unshakeable belief in the power of felling trees and attempting to distribute pieces of paper to as many people as possible. It’s always something of a disappointing question, as I live (somewhat blissfully) in a world where we’ve moved far beyond the point where such justification feels necessary. When the world is punching you in the face with an unshakeable argument, how long can anyone reasonably hold out?
Whilst it’s common sense to most Marketing Managers, Co-ordinators and CMOs, it isn’t necessarily a given that it’s common sense to everyone in the higher echelons of a company – particularly those who have lived through a world where the opposite paradigm was the dominant one. As I’m sure many of us can attest, there remain an (albeit decreasing) number of CEOs, MDs or EDs that have worked their way into their position without necessarily rubbing shoulders too closely with their marketing colleagues.
Here’s five ways to attack the conundrum. (In truth, your own super-duper data analysis should be lighting the way for you, right? But if you’re not spending time and money on such analysis, then consider that bonus advice thrown in for free.)