For most CMOs, the percentage of their budget that is being dedicated to digital is quite high – and that number will only continue to increase in the coming years.

To better understand how brands are approaching digital marketing, The CMO Club recently hosted a Digital Roundtable Discussion. Led by Mariah Courtney, Content & Digital Community Director at The CMO Club, the conversation allowed members to take a glance back at how their digital marketing strategies have evolved over the years – and talk about what they are anticipating for the future.

As Digital Grows, Physical Presence Still Remains Important

While members unanimously agreed that digital marketing is a vital piece of their brand’s budget allocation, several pointed out that customers still value in-person interaction. In fact, CMOs said live events help tie consumers to their brand’s digital presence, and vice versa.

Blending real life and physical products with digital experiences will be a top of mind challenge for marketers in the future. They will need to continuously be looking for ways to leverage messaging that resonates with consumers at every touch point.

To start, one CMO said their company is looking for ways to create modular based content from live events and photo shoots. The content will then be used across all platforms online and eventually turned back into print marketing assets. By focusing on simplicity and one cohesive message that sparks meaningful conversations, they are building a strong foundation on which they can develop each area of the brand’s digital strategy.

Nothing Exists Within a Bubble

Several years ago, brands simply had to worry about managing a Facebook page and possibly uploading a video or two on Youtube. Fast forward to today, and marketers are now juggling a plethora of platforms, channels and apps on which to reach consumers.

Additionally, as each new platform enters the scene, so does another possibility of your company’s messaging to become fragmented.

No online experience happens exclusively on one site, so it’s more important than ever to track consistency at every level. One CMO said this challenge can be overcome by simply shifting your focus to spending more time training and creating a unified message rather than spending more time producing more content. Invest regular time into your team (and vendors) to ensure that quality and consistency is maintained at all levels. Then, schedule regular training sessions to refresh each team member and re-evaluate effectiveness.

Enlisting Resources Prove to be Difficult

As the list of platforms marketers can use to interact with consumers grows, so too does the list of tools that schedule, track and analyze these interactions.

It’s more difficult than simply bringing on a team of millennials to help navigate the digital space. Third-party tools and sites need to be held accountable by showing how they positively contribute to the bottom line. This means taking the conversation beyond impression numbers and keeping your company’s goal conversions top priority.

Overall, members felt positive about the future of digital marketing, understanding that success lies in being agile and moving on quickly from defeat. It can – admittedly – get a little confusing at times, but by putting in place a process for training, testing and setting goals, CMOs can maintain a consistent message that reaches the right consumers.

At the end of the day, it’s about doing what works for your brand, and not just doing the next big thing online.