How to ensure digital strategy is aligned with brand strategy

Most marketers today are well-versed in digital tactics, but when it comes to connecting those tactics to broader brand strategy, many are a bit lost. Fortunately, ensuring digital activation is consistent with the brand strategy it's intended to serve is a simple – but important – task.

In a survey of marketing directors, 91% agreed that executing successful digital marketing efforts requires adherence to a clear brand positioning. Despite this truth, most...