How to Get Upper Management to Approve Digital Marketing Dollars

When it comes to traditional versus digital marketing, there is a common disconnect between where marketers need to spend money and where they actually are. It can be hard to find a balance between the two opposing categories of marketing initiatives when it’s so apparent that both need their own attention.

We recently partnered with Google to host the Digital Executive Summit Dallas which invited brands from both B2B and B2C marketing sectors to tackle the common digital challenges they face on a daily basis. The goal: to better understand and overcome challenges such as weak C-level support and to educate marketers on new digital mediums.

The Digital Dilemma

Have you ever heard this one? “How much is this going to cost, and what will the company gain from the digital ad spend?” Or maybe, “what would we have to cut to send the marketing budget to digital media?”

The marketing roadblocks you face when pitching upper management to approve digital marketing dollars can be tough, especially if the brand has strongly favored traditional advertising in the past. But it’s important to note that there is a direct correlation between traditional and digital efforts. The hard part is tracking all the marketing initiatives together to accurately gauge what is working and what has fallen flat to discover the right mixture of digital and traditional media.

A Shift in Focus

Matthew Kates of eConsultancy recommends the first step to having both a strong traditional and digital strategy is to change your perspective. Instead of thinking of the two as opposing forces, Kates suggests brands shift to focus on how the two channels work together, as well as how marketers can leverage the best both channels have to offer.

Where is your audience interacting with your brand? Mastering a full-funnel digital strategy in addition to your traditional efforts can increase awareness, meet your audience at each step of the buyer’s journey and better personalize your message to the medium.

If your customers gain interest in your brand after seeing your billboard or bus wrap, the first place they will go next is online to find more information on your products. Will your brand be ready to be found when your customers are looking? With every minute spent developing a television or radio advertisement, there should be an equal amount of time spent on planning strong SEO, PPC, display, social media campaigns.

Each Medium Plays a Part to a Strong Strategy

Isn’t it time to move away from the last-click attribution mentality and form a more holistic marketing strategy that combines the best of traditional and digital practices? Setting goals for every type of marketing medium is crucial to gauging how your brand is successfully communicating with your customers at each step along the path to purchase.

Once you’re able to analyze a well-rounded strategy, you can start to not only provide a complete customer journey but also make a strong case for how you are spending and how you will spend the marketing budget in the future.

Google Data Studio is increasingly becoming one of our favorite tools for reporting, and the Data Studio team continues to add new features to improve the user experience. Below you’ll find some of our favorite new features in Data Studio:

1. Search in filter

There are times when you’ll add a filter that has hundreds or even thousands of values to choose from, and scrolling can become tiresome. Now, there is a search feature within the filter component that lets users quickly find and select specific items.

2. Filter controls: single-select

There are also scenarios when it only makes sense to filter a report on one particular value, as filtering on multiple values would return confusing data. Report creators can now configure filters to allow for one selection only.

3. Multiple views

This new feature is beneficial if you have access to several Google Analytics views and do not want to create a Data Studio report for each view. For example, if you have charts and data you monitor every day, you can now build a report in Data Studio with those charts and data, add the Data Control and quickly go between any of the views you have access to, allowing you to monitor your entire business in less time.

4. Combo charts

New Combo charts allow you to create a line chart with a non-time-based dimension on the X-axis (previously only time-based dimensions were supported). The new component can plot a single dimension with up to five metrics, or two dimensions with a single metric.

What are some of your favorite features?

Allison Soper

Allison currently works on a variety of different accounts where she installs, optimizes and reports with Google Analytics and other similar tools. She also provides recommendations and insights to clients, performs quality assurance tests and produces weekly and monthly dashboards. Prior to Belo + Company, Allison worked at Weber Shandwick, a global Public Relations firm, where she was an Account Supervisor of the Analytics & Insights practice.