I gave two presentations at this years SMX conference in Munich. The first presentation is a version of a talk I have given several times in the past year about digital measurement strategy, and is also the subject of this companion blog post.
While I hope to cover all of the slides from this presentation in future posts, today I wanted to talk specifically about the need for strategy in digital marketing.
There is too much industry focus is on tactical marketing and tools to get the job done. I have been in countless meetings where the focus was around which tools we should purchase to perform the most efficient and desirable digital marketing campaigns.
That is the wrong question. [Continue reading]