4 reasons why marketing should drive your company’s digital evolution

Source images: fad1986/iStock; Rawf8/iStock; OpenClipart-Vectors/Pixabay. Article by Shade Vaughn.

The days of just counting clicks are gone; more effective dollars are being spent on buyer intent and propensity-to-buy tools, data and analytics, search marketing, digital campaigns, and social selling.

For some, digital transformation may seem like a traditional business project that has a distinct beginning and end. However, the savviest organizations know that it has no defined starting point, and there is no true finish line. Digital transformation will continue to evolve and scale with the business, and it will require building consensus across numerous functional silos. […]

While it might feel natural to look to the IT department to shepherd a digital transformation effort, marketers have specific skill sets that make them well-equipped to take on a leadership role. Marketers can help their companies use transformative technology to strengthen engagement between brands and customers, improve business performance and operations, and increase employee engagement. […]

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