CONTRADE - JACEK SOBKOWSKI

Is having a presence in the digital space a necessity for modern companies? It depends on the conscious decision of management. If a company has a clear strategy, it also defines the goals, methods, and communication channels with the business environment, stakeholders, and customers. If the company's clients are active in the digital space (and few are not these days), it is worth being there, as this channel can reach them. It is obvious that the company’s offerings need to be communicated to the market - but many companies forget or underestimate, for example, the possibility of crisis situations. Digital Marketing is not just social media; it also includes, or perhaps primarily, SEM/SEO activities. If we assume that practically everyone understands the need to update content on social media, it is no longer so obvious that there is a constant need to update content that supports the company's position and its products in organic search. SEO is not a sprint, not even a marathon. It’s a never-ending story! On the other hand, digital is not the only space. The key to success is skillfully coordinating and adapting communication across all channels.