Digital strategy lacking for many businesses

Companies must keep pace with digital strategy trends.

Posted on Nov 26, 2013 by YuMe

While the common thought is that many organizations are already firing on all cylinders when it comes to online video ads, social media and other forms of marketing, a recent report from IBM found that more than half of mid​-market companies lack any kind of integrated digital strategy. Adding to this, 65 percent of mid​-market C​-suite business executives said they recognize lacking a social media plan is a big roadblock in the world of digital media and more than half said they need to figure out how to coalesce all of these options to get the best return on investment.

"Understanding what resonates well with these customers can bring valuable insights to the development of new products, services and promotions, enabling smaller businesses to break through in this challenging and influential segment," said John Mason, general manager of IBM Midmarket Business. "Smaller companies which use their agility to place customers front and center in their ecosystem, embrace cloud, social and engagement marketing strategies could end up huge winners."

Mid​-market chief marketing officers said they want to put all of the components of a digital strategy in place, which means integration of cross-channel techniques, consumer insights, mobile, video, social networks, the cloud and more. The majority of CIOs said they want to do this as well to have a better focus on customer experience.

Keeping pace with trends
Jayson DeMers wrote for Forbes that there will be many trends that affect how organizations can move forward with their digital marketing plan, including the advent of micro videos on apps like Vine and Instagram. This may be outside-the-box thinking for many in the advertising world, but mobile video ads from these apps could end up being a huge boon for a company that utilizes them correctly.

He also argues that social media use should no longer be seen as a luxury but as a necessity in the modern world. This is one of the platforms where most videos are shared, so 2014 may be the year where the tipping point for social media investment finally happens.

"As businesses see these very real and measurable benefits, I believe we'll see a move away from assigning social media tasks to existing employees, and see even more companies hiring social media strategists or full-time social media managers," he wrote.

Benefits of these websites include improvement of brand awareness, better audience reach, more loyalty and good social signals. Social media is also a great way to share mobile video ads with users of all types.