When we talk about companies doing digital marketing, we talk about isolated, homogenous periods of time during which these particular companies will be doing a certain kind of digital marketing, spending a certain amount of money and chasing certain kinds of results.
In the real world, however, there are very few situations in which the circumstances are static and where nothing changes. It is far more likely for a company’s digital marketing needs to change, often very dramatically in a very short amount of time.
In other words, a company might need to turn up their digital marketing efforts and since no one talks about this, they don’t know how to do this successfully without disrupting what has already brought them success.
So, when and why should companies ramp up their digital marketing and how can they go about it?