{"id":74188,"date":"2016-06-15T09:00:00","date_gmt":"2016-06-15T08:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=74188"},"modified":"2016-06-15T09:11:52","modified_gmt":"2016-06-15T08:11:52","slug":"brand-purpose-drive-digital-strategy","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/brand-purpose-drive-digital-strategy\/","title":{"rendered":"Does your brand purpose drive your digital strategy?"},"content":{"rendered":"

Is there a growing disconnect between a brand and its digital marketing strategy?<\/h2>\n

Failing to adjust and implement a clearly defined digital strategy could be due to the disconnect between a brand, its purpose and the digital tactics used to meet company objectives.<\/p>\n

With the brand\u2019s purpose not clearly understood and integrated within the journey through the digital transformation, brands may be finding themselves lost. This leaves their digital operations and tactics isolated, being operated and managed in a silo.<\/p>\n

This growing disconnect between the brand and its digital marketing strategy was highlighted in a recent survey by Smart Insights<\/a> who asked the question:<\/p>\n

\u201cDoes your organisation have a clearly defined digital marketing strategy?\u201d<\/em><\/p>\n

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For organisations to suggest digital is either a separate strategy or none at all, really does ask the question: have brands themselves become disconnected from their (digital) future?<\/p>\n

There are three key important factors that are playing out:<\/p>\n