Expert urges digital strategy integration

Integrated digital strategies are a must for small and medium-sized companies in the modern business environment, it has been claimed.

Speaking to Dynamic Business, Chris Braine, general manager for digital agency Sumo, suggested that firms can develop "a deeper connection" with their customers by investing in websites, email marketing and other related channels.

They do not need to make vast investments to reap benefits in this area, he said, but warned that ignoring online communications is a risky strategy.

Mr Braine said it is important to understand the value of digital and accommodate it in a company budget.

"Integrated strategies are most likely to reap the benefits. Cross-channel campaigns work effectively when done well using a number of mediums in a strategic way," he stated.

"A good digital strategist will use digital to enhance other media," he said.

Last week, Cost Management Solutions claimed that email marketing messages can be used to provide stakeholders with business insight information, contributing to firms' decision making processes.

Written by Tim Dunton