Businesses carry out marketing to gain leads and conversion – if marketing does not ultimately deliver new customers, it is not worthwhile. All marketing activity carried out in a digital environment has the added bonus of being completely trackable, so you can report on it, see where you are getting the desired results, and see where there is room for improvement, meaning you can optimise your marketing activities and make sure they are serving their purpose.

You will need a digital marketing strategy to ensure you know exactly what you want to achieve, the core KPIs, and how, and when, you are communicating with your audience. Your strategy can be tweaked as business needs change and you learn more about your marketing requirements. Without a strategy and KPIs, you cannot know if you are generating results, and if you need to change anything in order to improve your digital marketing activity.