Many times, I get the question, “Can you show me the ROI of improving our digital presence”?
To be frank…probably not. Sure, larger organizations with tons of capital can afford to have great software and great talent to build a measurable online strategy that will, in the end, render a real ROI figure.
But to be honest, it is not reasonable to expect that kind of culture change and granular metrics from a mid-size industrial company.
It can be done, and I have seen it done. But it is a rare leader that can pull it off.
Given the following three market dynamics, I think a better question is, “What happens to my business if we don’t pursue a more aggressive digital presence…more specifically, industrial content marketing?”