What a complex world us marketers live in. Where once we had a fairly limited and well-defined selection of tools and channels at our disposal, the current landscape is one of fragmentation and specialisation, driven by continued digital innovation. From content and social media marketing, to SEO, PPC and programmatic…today’s marketers often work with a variety of in-house teams, agencies and suppliers, all providing fairly niche services.
Managing that level of complexity can be challenging for a number of reasons, none more so than ensuring that brand messages remain consistent across varied formats and channels. When you consider how many people may be involved in communicating with potential customers, it’s easy to see how a concept or message could be inadvertently diluted or twisted from its original meaning…
