Connected Magazine

Digital marketing dilemmas

Go-to-market strategies increasing rely on digital marketing, but it’s a tricky art to master because of constantly moving parts. Ian Campbell talks to experts about the ones that matter most

Once marketers are clear on their target customers, some digital channels and techniques can be discarded

Spare a thought for marketers. Most businesspeople have seen their jobs change as disruptive technologies crept into their corner of the office, but it’s particularly extreme for marketing people because the digital tools at their fingertips are in a constant state of flux. Their job is to build advertising and promotional campaigns on shifting sands, search engine algorithms that keep changing and social media platforms that are always evolving.

Scarily, the best-laid plans can be ...