Archive for November, 2013

Is it time to bring on board a digital expert?

November 3, 2013

Small businesses have always faced the problem of choosing the right vendor.
Making the wrong decision can severely impact a small business.
A mistake can lead to disaster because smaller enterprises operate so much closer to the edge.
The growing importance of digital media to all size companies is a critical factor into the purchase and sales equations.
While companies believe that digital media is needed to be competitive, currently they do not have the staff in-house to be competitive and do not fully trust their outside advisors/vendors often because of bad experiences.
Information Strategies, Inc.’s digital research for mid-size companies (50-500 full-time employees) based on 1,117 respondents and small-size companies (under 50 full-time employees) based on 1,341 respondents on these areas shows:
1. Percentage of mid-size companies that believe they need digital media to be competitive: 78% of all companies (92% consumer facing companies; 51% of B2B companies; 38% of industrial, manufacturing companies.
Percentage of small-size companies that believe they need digital media to be competitive: 53% of all companies (71% consumer facing companies; 47% of B2B companies; 16% of industrial, manufacturing companies.)
2. Percentage of mid-size companies that do not have the staff in-house to handle digital needs: 89% believe they do not have enough in-house resources; 89% believe they do not have strategic plan.
Percentage of small-size companies that do not have the staff in-house to handle digital needs: 87% believe they do not have enough in-house resources; 64% believe they do not have strategic plan.
3. Percentage of mid-size companies that do not trust the digital advisors/vendors they use: 61% have had bad experiences with outside providers; 31% do not trust their current outside advisors.
Percentage of small-size companies that do not trust the digital advisors/vendors they use: 69% have had bad experiences with outside providers; 58% do not trust their current outside advisors.
Is it time to bring a digital expert in-house to steer your firm’s critical digital needs?
But herein is another challenge—who is the right digital advisor?
Some of the key elements in choosing an in-house resource are:
1. Do they understand or can learn the key drivers of your medium- or small-size business?
2. Are they capable of melding the company’s needs within a framework, budget that delivers results?
3. Do they have a track record of delivering results for other firms in your industry and/or of your company’s size?
4. Do they possess the talent, background to build an effective digital program?
5. Do they have a wide digital network to stay on top of marketplace changes?
6. Are they good communicators and can they listen to current staff?
7. Are they inclusive and able to incorporate current marketing efforts?
8. Are they there for the long-haul to accomplish the company’s goals?
9. Can they train current staff so that there is a reservoir of expertise within the company?
10. Is there added value worth the added expense?
Business leaders need to look at the total picture before bringing in outside talent.
There is no doubt specialized talent is need in this digital area. Bringing it in-house offers both a short- and long-term solutions.

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