Charities 'need to improve their digital marketing'

Charities are failing to make the most of online marketing despite having the skills to do it well, it has been claimed.
According to digital marketing expert Dean Russell, many charities believe online advertising is a complicated business that they "couldn´t possibly get right".

Writing for Third Sector, Mr Russell said that many charities do not know how to define a marketing strategy.

"A strategy is really just about making decisions - and, as with most things in life, the best strategies are the simplest to explain," he said.

Adding: "So whatever you do, remember that marketing is important, but don´t over-complicate it."

His comments echo recent research contained in Media Trust´s report The Marketing and Communications Needs of Charities, which showed that just one in five charities have a dedicated marketing team.

According to Geoff Galat, vice-president of worldwide marketing at Tealeaf, social media is becoming increasingly important in the world of online marketing.
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