10/04/2002
As digital marketing comes into its own, marketers
in organizations of all sizes are struggling with two related issues: managing
efficient campaigns against thin media budgets, and organizing and leveraging an
ever-growing number and variety of digital assets. Creative agencies are
likewise facing the same digital asset issues, while feeling that budget pinch
with their clients.
The
irony is that what makes digital marketing tactics so attractive - the
increasing ability to measure them - also makes it increasingly difficult to
prove return because of the complexity of execution. How much does it cost to
your organization to create the first viral e-mail newsletter with a landing
page on the Web site? How about the second? Can you leverage the new assets
you've created? If only marketers had a way to both streamline the process of
creating digital marketing campaigns and provide metrics around these efforts.
In fact, they can. By deploying a Web content management system as part of the
solution, marketers can accomplish both of these objectives.
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