Top 50 Marketing Management Posts of 2014 by Darren Woolley

Author:Darren Woolley
Language: eng
Format: epub
Published: 2018-08-16T16:00:00+00:00

Agencies

Many marketers turn to their agencies for advice here, especially their digital or technology specialist agencies, whom they believe will have an up-to-date perspective. Of course, the good agencies will be across the latest innovations in the marketplace. But they are also often aligned to a specific manufacturer or service provider, either formally with reseller agreements and certifications, or informally with a preference for particular systems and platforms based on past experience.

This means that recommendations can often be driven by what the agency knows or prefers, rather than by the best fit with the marketer’s needs. The most obvious manifestation of this is when we undertake a web-content or asset audit and find sites spread over multiple web-content platforms, some of which are either inappropriate for a large enterprise or are no longer supported as they have fallen out of favour.

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