Is the digital marketing important in your company?

Some days ago I had a meeting with the directive team in my organization to talk about strategies we are implementing to improve the visibility of the company. I was impressed by the concept they have about using digital marketing strategies in order for us to have a better reach on our region or our country. I was impressed because they think it is an additional expense instead of an investment. 

While I was pondering about it, I found they think this way for several reasons:

1. They have hired persons without experience in the past - Yes, this is real! They have hired "digital marketers" in the past and those persons made the company to lose money.
2. They do not want to have an expert in the company to take charge of it - They have a person who is in charge of the quality process -You know, documents, processes, and regulations- to be in charge of the digital marketing strategy.
3. They think that the traditional way to promote the business is better - They continue working with local newspapers to make articles about the company and most of our audience is in the digital space.
4. There is not a clear map for the digital marketing - Yes, they don't have a plan! So, they post content without strategy and there are not KPIs! 

As you can see here, digital marketing literacy is something that needs to be done ASAP -at least in my company-...

I hope I will be able to help them a lot! Thanks for reading!