Ideally, every company should invest in some kind of marketing strategy. Marketing departments across the globe are given a yearly or quarterly budget to work with, with the end goal being a decent ROI. Oracle Marketing Cloud published the Marketing Budgets 2015 Report, it stated that 77% of companies plan to increase their digital marketing budgets.

It looks like people are starting to realize how important marketing is as a whole, but specifically how the prominence of digital marketing is growing exponentially. The question still remains, where should digital marketing funds be invested?


A company website is the connection to a high percentage of the company’s consumers. Technology within the mobile sphere is steadily increasing, and if these potential leads can’t swiftly move through the site, they will quickly move on to one that can serve their needs.

Things to consider for your site:

Responsive Design:

Websites are viewed from many different devices such as mobile phones, tablets, laptops, and desktops. It is imperative to have a site design that will be interactive on all of these platforms. The following tool can help you determine if you’re in the clear: Am I Responsive?

Speed of Page Load:

People are impatient and constantly rushing. If your site takes longer than average to load, your potential customers will go elsewhere. Using a tool to increase the speed will result with keeping the user’s attention. One we recommend is Google’s PageSpeed Tool. This will provide insight for anything that should be fixed.

Organic Searches:

To really strategize your Search Engine Optimization efforts, understand that there are specifics that should be considered. Content such as title tags, meta descriptions, URLs, etc. should be focused on for keyword search optimization.


Interaction from customers will affect each piece of your digital marketing strategy. Think of it as a puzzle — the completed image is your digital marketing strategy. The puzzle pieces are things like email marketing, social media strategies, SEO, content journalism, brand strategy, etc. All of these parts should work together fluidly to create the end result, which is your digital marketing strategy.

Focus on customer research and persona development. Create a strategy that will embody the customer buying cycle and form your content to fit their needs.


Paid tactics can be beneficial towards the overall strategy. Organic searches and a strong social presence should still be priority, but if you have the funds, make an investment.

Paid Search:

This will give an added boost to your efforts. Seek an expert who can really dive in and help you with your campaigns.

Paid Social:

Targeting your digital marketing to the correct audience is huge. Paying to reach these people on social media can get you there. Utilize LinkedIn, Facebook, Twitter, etc. and diversify your content strategy.

All these separate components should be considered when you’re dispersing your overall marketing budget. Digital marketing and all that is encompassed in it is absolutely crucial.