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  • AliGMartin

You had me at "Digital Marketing Infrastructure"

Updated: Jun 1, 2023

In a recent article, 'How to Budget Strategically for Your Digital Marketing Campaigns', by Ross Denny over at MarketingProfs, he discusses the importance of having a solid digital infrastructure. And it isn't about spending more, but spending in a more strategic way. Look ahead three to five years and think about where you want your business to be, and take it from there.


Although you do need to spend money on digital marketing campaigns to make them effective, you can't keep all your eggs in one basket and expect to see returns. You have to invest in the right areas, such as digital marketing infrastructure. Implementing proper business planning, projections, data dashboards, and expectations will make success more likely. 'How to Budget Strategically for Your Digital Marketing Campaigns'

Some questions you might ask yourself if you don't know where to begin:

  • Am I able to measure the impact of my marketing campaigns (both online and offline) today?

  • Is my website generating leads for me? Could it be generating more?

  • Am I taking full advantage of all the content I have on my website? Is my site search engine optimized?

  • Is my e-commerce experience meeting my customer's expectations? Do I have e-commerce capabilities?

Of course, this is just the starting point, but can help prioritize your digital infrastructure roadmap. Some items may be quick wins, even if they are lower on the priority list. I find this is often SEO (search engine optimization) because it is so 'behind the scenes', but can also be the powerhouse for lead generation.


Having a strong digital marketing infrastructure that includes a live, data-backed feedback loop keeps you in proactive rather than reactive mode. When you're looped in live, you don't have to wait for monthly profit and loss reports to pivot. You can play the long game while focusing on the minute as well. 'How to Budget Strategically for Your Digital Marketing Campaigns'

The next question is...do you have the internal resources to get all of this done? If you do have the resources, do they have the expertise? If either of those answers is 'No', give us a ring. We'd love to chat with you!

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