There is no question that technology is driving change in the marketing world, and yet marketers and businesses still lag on the adoption of new gadgets, devices and digital channels. For some, it’s the old “head in the sand” approach, but here’s a newsflash: things are going to change, whether you like it or not. For others, keeping up with technology seems daunting, so they just don’t do it. One thing is for sure: marketing is not driving change in technology, so even if you label yourself a marketer, it would serve you well to become a bit of a technologist, too.
Believe it or not there was a period when the internet wasn’t such a crowded, overstated place. Along time again a galaxy far, far away, being present in the digital space put you well ahead of the competition, because it was as uninhabited as the planet Hoth. Okay, maybe that’s an exaggeration, but it is true that even 10 years ago, the internet wasn’t as jam packed with businesses competing for attention. If you had a website, you were doing something that most of your competitors didn’t think they need to, and that was a huge advantage.
Building a roadmap means that you will have a defined path to follow that is vital to digital marketing success. It’s a complex world out there in the digital space, and trying to do “a little of this and a little of that” just won’t cut it.