If you are a digital platform owner responsible for digital customer experiences across multiple brands, deploying and managing all digital content (such as creative, experience apps and sites), and ensuring compliance with corporate and IT standards, you’re likely to feel a bit winded as managing all of this may seem like a tornado. Digital experiences can easily become chaotic if not managed and controlled properly.
As enterprises grow and scale, digital business leaders may find themselves at a crossroads as they reevaluate their processes and legacy technologies to drive efficiencies, speed up production, and reduce costs across the business.
The reality is that the digital marketing team needs new sites to launch branding and campaign initiatives as a continuous digital service. The pressure is on the IT digital platform team to simultaneously work faster and be more responsive. Marketing is moving at a 100 miles per hour to get their work done and drive the business forward. At the same time, the IT digital operations team is totally focused on security and scanning hundreds of digital properties for personally identifiable information (PII) and accounting for many other site compliance and security issues.
Given this head-to-head situation and contrasting priorities, the day-to-day of the digital platform team can quickly change into chaotic experiences:
Complex legacy and rogue digital platforms + silo’d brand teams = Content Duplication + Loss of time
The bottom-line results = Lack of Consistency + Higher Costs
Turning Chaotic Experiences to Managed Experiences
To move forward, the digital platform owner develops a positive vision of going from chaotic experiences to managed digital experiences. A plan includes establishing an approach and the control for developing, delivering, and managing multiple brand sites — from developing creative content to users roles to compliance and security requirements.