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  8 

Changes required to internal IT systems by different groups will not be prioritised 

accordingly.

  9 

The results of online marketing are not tracked adequately on a detailed or  high-  level 

basis.

10 

Senior management support of digital marketing is inadequate to drive what often needs 

to be a major strategic initiative.

However, managers responsible for a substantial investment in an Internet website and 

associated digital marketing communications will naturally want to ensure that the correct 

amount of money is invested and that it is used effectively. For these reasons and to avoid 

the 10 problems noted above, many leading adopters of e-commerce do have a distinct or 

integrated digital marketing plan

For smaller organisations, the digital plan need not be exhaustive – a  two-  page summary 

aligning objectives and outlining strategies may be sufficient. The important thing is to set