Shifting processes: How to enable marketers to leverage a self-service platform

Laura Price

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 2, 128-136

Abstract: As marketing processes evolve from batch and blast campaigns to journey-based models, marketers must increasingly own the technical implementation of their work. Enabling a data-driven marketing organisation often means adopting a selfservice model where marketing teams are the primary users of the tools that power their projects. This paper will outline how to facilitate the adoption of a self-service platform by examining transition planning, vendor selection and adoption facilitation.

Keywords: self-service; digitisation; enablement; personalisation; customer journey (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2839/download/ (application/pdf)
https://hstalks.com/article/2839/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:128-136

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().