Why is it so hard to commit to a digital media strategy?

A decade ago, many companies plunged into digital media without a strategy. Figuring they needed to get in the game, they entrusted their brands to junior employees, agencies, or interns. Those brand stewards have churned often since then, leaving a schizophrenic narrative many executives do not recognize as the stories of their companies.

Every few quarters they start over by hiring a new marketing director with a great resume and fresh ideas. But territoriality sandbags this new talent, who reins in ambitions — or leaves. Many brands’ owned media devolves into unconvincing cheerleading. These posts don’t perform without paid promotion, and unhealthy dependence on paid promotion deepens.

Picking a direction and sticking with it requires consistency and confidence. Media has changed so much — who can blame executives for looking over their shoulders and wondering if they’re doing it right.

Doing it right — regardless of the platform — means being real about who you are, what you want, and what you have to say.

That’s not a shiny new strategy. It should be as natural as a conversation An old friend. But it requires money, work, a seat at the table, and honesty.

Isn’t that’s better than churn, wasted budget, and poor results?

Former WSJ reporter and syndicated columnist working in the blogosphere. Once sold books to Johnny Cash. My Medium post about that was praised by Paris Review.

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