Too often a firm creates an online community, purchases software and designs a site—and then spoils all this hard work by failing to monitor, manage or staff it over the long term. Sure, everyone paid attention in the beginning, but then the focus on it waned and everyone assumed that the mythical team mate named “someone else” was looking after it. Now, fast forward to the present, the result is a spiffy looking community and multitudes of unanswered questions–posts that draw plenty of eyeballs, but no replies. Or, even worse, a forum taken hostage by spammers, who feel they can hawk knockoff purses on your dime.
Archives for August 2015
Marketers have more career choices and growth opportunities than they have in decades, and marketing, compared to other departments, is perceived as a hotbed for innovation. That’s the good news.
The bad news is that we’re focusing on one small slice of innovation and learning: marketing technology. If we focus too much energy on technology, what growth opportunities will we miss?