By Ben Norton –
Marketing professionals are expected to use technology to reach their customers as they flit between devices and communities. At a campaign level, these digital tools can often be configured and deployed relatively swiftly (email, social and in-store; omni-channel digital tools). As the focus shifts ‘upstream’ towards the origination of content, these projects get a bit more ‘IT’ in flavour. Larger (multiple vendor/consultant/function) project teams, more data, wider reach, bigger, more (self) important vendors and longer lead times to deploy.
Our next series of posts will discuss some of the challenges these projects face, and offer some opinions (based on hard-won experience of managing such projects) as to how these can be avoided entirely, mitigated, or at least tidied up afterwards….