This is the situation that most organisations are finding themselves in. Let me re-phrase that. This is the situation that most organisations that are behind the curve find themselves in.
In the old world, the product teams were the decision makers. The big kahunas. They owned the vision, the features, the data, and channel implementation strategy. Marketing's job was to be the creative force behind content and execute that vision on the channels. And Digital was a footnote.
In the new world, Digital sales are overtaking physical sales. Customers are researching and making their decisions with the use of social media. Digital marketing and digital products bring delivery costs to zero which means more time has to be spent on the experience rather than the sale.
In this new digital landscape, there is a tremendous overlap between what Products, Digital and Marketing do.
All three believe they own the digital experience.
All three believe they own the customer contact strategy.
All three believe they own the packaging of the message.
And that creates inconsistent customer engagement.
Any organisation stuck in this loop has to define the boundaries for digital media. And that can be done by defining categories of "work":
By defining where parts of your customer journey fall in the above, an organisation can start tackling the confusion and create consistent customer treatment. I look forward to your feedback and hearing if your organisation has found a way to remove the noise.
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