Democratisation of digital in B2B: the marketing challenge
Fran BrosanOmobono
WWW2015 is the latest wave of Omobono's What Works Where in B2B Digital Marketing series. This year we have explored how other departments are using digital, what they are trying to achieve and how this relates to the marketer's role.
Everyone is digital now. Digital has enabled every department we surveyed in the organisation to communicate with customers using the same channels, targeting the same audiences and sharing the same objectives.
Building customer relationships is a top-three objective for all departments. This throws up challenges for marketers...