The Business Case
The business case for digital marketing should be solidified to everyone that wants to grow Through the secular changes between traditional marketing and digital or the acceleration of change due to Covid the benefits of digital are numerous and clear:
• Increased lead generation
• Enablement of Digital Trust Scoring
• Increased Customer Loyalty
• Engagement with Prospects and clients through the Buying Stage
• Targeting a specific Audience
• Enhanced Brand Credibility
As we increase the volume and the complexity of digital marketing actions and content, what we need to avoid is a one-to-one increase in the cost of approving and managing the content. Marketing assets will need to be released but regulatory compliance efforts and costs don’t need to increase simultaneously. So how do we do that? Well, it comes down to People, Process, and Technology.
Are you clear on who needs to be involved in the digital marketing and compliance approval process? Who is initiating the content? Who is responsible for approving that content? Who is required to approve the content from a brand standpoint? Who needs to approve this from a regulatory standpoint? Is this a singular person or a team of people? Who is retrieving the saved off compliance approvals, when regulatory comes calling? Is this an insourced function or an outsourced function?