Guides and Templates

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

Use this guide along with our Business case template to create a business case for digital transformation budget.

What’s in the Making the business case E-book?

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.

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.

Guide structure

  • Proving the value of digital marketing
  • Types of digital investment decision
  • Making the case to colleagues
  • Convincing the Finance department
  • Convincing the Marketing Director
  • Methods of justifying investment
  • Reviewing strategic priorities
  • What if it doesn’t work?

Related resources: Business case template, Customer Lifetime value model and revenue model spreadsheet

Resource Details

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!

Mike Berry

Mike Berry

Mike Berry is a UK-based Digital Marketing Blogger, Trainer and Consultant. You can follow Mike on Twitter or connect via LinkedIn. Mike is Course Tutor on the IDM (Institute of Direct and Digital Marketing) Diploma in Digital Marketing and the IDM’s Complete Digital Marketing 3-day professional course; author of ‘The New Integrated Direct Marketing’, (Gower) and a Partner at Aprais, a global agency/client relationship management consultancy. View Mike’s company blog at

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Business members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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