Planning. It’s not fun is it?

According to research by E-Consultancy, one third of the biggest brands selling online in the UK don’t have a detailed digital marketing plan.  Planning can be hard work. You might face: an IT department who thinks digital is their realm, difficulties reporting across your business (tricky, especially if you’re global), or working out how your offline marketing will complement your digital and vice versa. Smaller companies might not have the time or resources, or know who is responsible to put a plan together. And the biggest challenge of all: if everything is going well now, you don’t need a plan. Right?

Having a plan is all about looking into the future. Even if your digital marketing is working well for you now, something 2009 has rudely reminded us of is that nothing is certain. Even in sunnier financial climes, digital technologies will still change. Your competitors will always be attempting to woo your customers, and if you get distracted and lose focus your customers just might start blushing and winking back.

So here are four reasons to have a digital marketing plan, even if things are looking rosy today.

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I’ve had the pleasure of working for Cubeworks since its inception in 2002, and have played a key role in the creation and development of our brand. With our 2009 refresh hot off the press, it seemed like a perfect opportunity to review how the visual side of our brand has changed over the past seven years.

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What will your digital marketing look like in 12 months time? How can you justify marketing budgets that suddenly looks discretionary, when costs are being cut elsewhere to prepare for a lengthy downturn?

Uncertainty and change look like the only constants on the immediate horizon. But through the gloom there are a few flickering lights that suggest a safe route through the choppy waters; perhaps even telling us how things will look in the safe harbour of an upturn. So here are four trends to watch in the first digital recession.

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