Marketing budgets as a percentage of company revenue fell from 11% to 6.4% in 2021, the lowest proportion allocated to marketing in the history of Gartner’s Annual CMO Spend Survey.
For SEO professionals and marketing organization leaders trying to fund growth and recovery by doing more with less, revisiting your budget and available resources ahead of 2022 is essential.
It’s always good practice to allocate a portion of the budget to innovating and testing new ideas. But that part of the budget may shrink as marketers look for tried and proven digital marketing strategies and tactics to maximize performance this year.
In this column, we’ll explore 10 fundamental areas of digital marketing knowledge and opportunities you may want to tap into (as you plan for the months and years ahead).
1. Understanding Your Digital Presence – All Of It
Sure, you have a good handle on your owned media. After all, these are the pieces of content, listings and profiles, websites, and other assets you created yourself.
And you had better know where and when your brand is appearing online in paid placements.
But earned media can be tricky. If you aren’t actively monitoring for brand mentions, relevant social content, online reviews, and inbound links, do you really have a clear picture of your web presence as a whole?
“Earned” isn’t only what you actively sought out to build. Social listening, search insights, and reputation monitoring help you inventory and monitor your web presence as a...
Read Full Story: https://www.searchenginejournal.com/digital-marketing-fundamentals/430323/
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