Bob Dylan once sang “the times, they are a changin'”; and while he might not have been thinking about marketers when he wrote the song, the sentiment is apt.
When it comes to campaigns, marketers used to plan, execute, analyse then adjust; but that leisurely place won’t cut it today. Consumers expect immediacy and because of this, so do businesses themselves. If you’re taking time to think, you’re already too late.
Agility is crucial
Planning, analysis and execution have to be carried out in tandem and continuously. That could be removing sensitive information from a website, or updating product USPs in reaction to competitors.
Being able to react to the wealth of sources of data and implement changes has become important. Soon, it will be essential.
Many marketers feel that their marketing team represents an oil tanker when they need it to be a jet ski. Knowing you need to be agile, however, is far easier than actually achieving it.
Marketers are being held more accountable for results than ever before
Why? Because process holds back agility. Typically, marketers would approach developers for what are relatively trivial/straightforward (at least to the developer) requests like moving a product from one sub menu to another, or changing the brand look and feel.
A solution to the time lag
Unfortunately though, marketers aren’t the only ones making requests of the dev teams and the laundry list of actions sees marketers often justifiably tumble down the list of priorities.
The obvious consequence is that there is a subsequent lag in marketing requests being actioned. Thankfully, there is a solution that can help prevent the time lag headache, bringing us that bit closer to the dream of idea and execution happening simultaneously.
A CMS which provides a ‘drag and drop’ interface from which marketers can manage website changes helps them to restructure the site, add landing pages, add a module or build a mobile app all without relying on developer help.
Specifically, by using the tools and functionalities offered within a digital platform, marketers can:
- Make content changes: Take straight forward content changes into their own hands. This is especially important when marketers need to change content quickly
- Easily incorporate translations: Multilingual asset support features ensure appropriate content is delivered to global audiences, with localised digital assets – documents, images, videos, files and more
- Collect data using landing pages: Usually sitting within the realm of the developer, by using an advanced CMS marketers, can connect landing pages to back end data bases, enabling data capture and storage
- Gain Omni-channel insight: A 360-degree view of customer data, compiled from different touch points across multiple channels – CRM, direct marketing or engagement on social media, enables marketers to make real-time, data-driven decisions
By handing marketers more control, everybody wins. The marketer feels like they have more autonomy and power to make decisions and perform tasks that they might have once considered beyond them. This leads to quicker executed, better and more successful campaigns.
Meanwhile, developers are able to focus on more mission critical requests. All of this frees up more time and lends more hands and eyes to the task of reacting quickly. Simply put, more gets done.
Marketers are being held more accountable for results than ever before; being able to execute and implement change based on data-driven insight is key nowadays.
Being able to do so independently is a massive boost. Marketers should consider the benefits of advanced digital platform to empower themselves to take control and drive business results.