If you're not prioritizing investments in these 'always-on' marketing activities, it's likely that your competitors are and are more effective in generating online leads and sales...
The complexity of digital marketing is a key reason why a defined digital marketing strategy is needed, particularly by medium to large businesses.  Our visual gives a B2B example of the complexity of customer touchpoints on the path to purchase that need to be part of a plan. If you're not prioritizing investments in these 'always-on' marketing activities, it's likely that your competitors are and are more effective in generating online leads and sales...