When it comes to digital marketing, there are huge benefits to being an early adopter.
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2. Conservative digital managers: Keep ‘em out of their shells.
Here, we have a ‘traditional’ marketer managing the digital function (and perhaps several other functions). He relies on his agency to invest resources in research and pitch new ideas. A dedicated R&D budget lets him safely invest in innovation so opportunities aren’t missed out of fear.
3. All managers in a recession: Keep ‘em confident at the water cooler.
And finally, we have the resource-strapped manager with aversion to risk. The recession has left him and his peers under pressure to defend programs. Of course, ROI is hard to come by early in the R&D process. A budget protects him from sticking his neck out or going up the flagpole on every project.
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