This month I return to the marketing process and how that process is changing in response to marketing technology. In previous issues, I have discussed marketing planning, budgeting, metric development and customer targeting. In this column, my subject is revisions and approvals one process that, marketers might assume, would escape technology-inspired change. After all, doesn’t management still have to approve overall strategy, targets and budgets, and sometimes (far too often, I believe) even creative treatments and specific offers? Could campaign management technology actually simplify approvals by transforming management communications into digital documents?
Actually, technology-enhanced approval processes become more complex. The reason: scale. The organizational response to scale, I have found, is a critical factor in determining whether marketing can adapt to the power of the new technology or will simply collapse under the avalanche of delayed approvals fed into an antiquated system.
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