The digital age has changed marketing forever, extending the reach of small businesses while demanding more from the larger, more established companies. This level playing field has completely altered traditional advertising and brought about the need for an integrated approach across all business and marketing functions.
As business has continued to evolve and organizations are seldom offering only one unique service or product, packaging these organizational offerings and then marketing them to prospective buyers has become an expansive task. Furthermore, merging the goals and ideals of each business unit, while getting buy-in from the rest of the organization, is often difficult to achieve.
Through all of this, growing their business remains paramount to business owners and, as most companies have come to realize, the biggest challenge they face is finding the time and resources available to feed their marketing initiatives.
When reviewing an organization’s marketing initiatives to identify potential next steps, it’s important to have a thorough understanding of goals and limitations. According to a recent HubSpot survey, 63% of businesses are heavily interested in generating web traffic and leads, while only 26% are actually interested in managing their website. Misaligned goals at the top could cause major issues throughout each of the campaigns that are implemented over the course of the year.