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Entrepreneurs should understand the big differences between a digital marketing strategy and a digital marketing plan – that was the message of our latest webinar, sponsored by Purpose Media.

Ellie Buckle, Head of Digital and Strategy at Purpose Media, spoke in depth about how companies should develop a digital journey.

She said, “Digital marketing is more necessary today than ever before. The companies that are currently successful are the ones that do well online.

“Some companies have the problem that they don’t know where their strengths lie. The key to successful digital marketing is matching problems and solutions – but there is a big difference between a plan and a strategy. “

Katie Sloan, director of marketing and strategic partner management at Timico, said that getting your entire workforce into digital marketing is important, and that skills are important too.

She added, “A marketing strategy comes from evolution. That is why it is so important to involve all internal teams in the process.

“However, your digital marketing tools are only as good as the people who use them. Entrepreneurs also need to have a strategy to train their employees. “

Rachel Quinn, Director of People and Skills at D2N2 LEP, has expanded this topic.

She said, “There is a real digital marketing skill deficit in some rural businesses and they have been struggling to respond to it for the past 12 months.

“There needs to be an understanding of a digital strategy throughout the organization, and that comes back to a core principle of leadership and management. Improving digital skills should be a long term project for business owners. “