From Google glass, to smart thermostats, self driving cars and beyond, digital innovation is on the move. The iPhone was introduced seven years ago, and today we’re predicting a thirty fold increase in Internet connected physical devices in the next seven years.
The speed of innovation doesn’t only apply to the introduction of new gadgets and products. Today’s consumers turn to websites and apps for information, entertainment and services, so companies need to evolve their processes and toolsets to move faster in the digitally disrupted world of business. It used to be that digital excellence was a competitive differentiator. But now companies must move beyond excellence -- and move at a faster speed of digital innovation. Otherwise, they risk becoming extinct from Digital Darwinism.
How can a company move quickly and survive digital disruption? The marketing department is a great place to start. Marketing is typically well ahead of its peers in all things digital because marketing’s success depends on being able to respond quickly to the broader marketplace and customer needs at any given time.
Savvy marketers know how to use digital as a competitive weapon, but sometimes even the marketing department can fall victim to old-school processes that slow them down significantly. Avoiding these three traps will keep marketing teams on track and on pace.
1. Siloing Your Marketing and IT Departments
Many companies view marketing and IT as completely separate (and therefore independent) departments. But as marketing becomes increasingly technology-driven, this thinking has to change.
Marketers are some of the most data-driven and technology-dependent people in a company, always integrating technology from new social media platforms, analytics and cloud computing tools. Marketers require the freedom to quickly implement new tools and applications to reach customers, drive sales and increase revenue. But with siloed responsibilities between IT and marketing departments, the process of updating a website or integrating new tools becomes difficult and inefficient: marketing needs to call on IT to execute a task and then wait until IT has the bandwidth to complete the job. Even after initial implementation, marketing still must call upon IT for simple updates and changes.