Making the business case for investment in digital marketing

Strengthen your arguments to get budget by proving the value of digital marketing to your colleagues

How will this briefing help me and my business?

With pressure on budgets, making the case for funds for new digital marketing initiatives is always challenging. You need to make a strong case to your colleagues, whether you need a website refresh, a new AdWords campaign, Email marketing system or someone to manage social media marketing.

In this guide, we review and recommend different approaches that can be used for justifying digital media investment to yourself and your colleagues. Use it alongside our Business case template,

What's in the Making the Business Case Ebook?

In the main part of the Ebook we show eight different methods for justifying investment you can scan to see which you use already and which you could try.Tips and examples of the techniques are highlighted in each section.

The Ebook starts by reviewing ways to help convince different types of colleagues whether they're the MD/CEO or in finance and marketing. Understanding their mindset is the first step in convincing them why your proposal is worthwhile.

About the authors

This business case Ebook was developed by Mike Berry and Dave Chaffey. Mike is an experienced digital marketing consultant and trainer at Mike Berry Associates with experience both client-side and agency-side. Mike is a regular contributor to our blog as the Smart Insights commentator on Digital Strategy.

We created this guide in response to suggestions from Smart Insights members and hope to improve it based on your experiences. Do let us know any comments you have. Thanks!

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What our members say

Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.

Joao da Costa, Marketing Officer at Southbank International School

We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.

Stuart Sykes, Digital Marketing Manager

Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.

Jennifer Law, E-Communications Manager, National Pharmacy Association

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