Rethinking The Marketing Department

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Today’s media landscape is constantly changing: new cultural influences appear, innovative technologies change the way people behave, and emerging platforms make marketing richer yet more complex. And each year, marketers spend millions of dollars and countless hours trying to stay abreast and find an edge, often to no avail. It’s not for lack of desire, capable people, or ingenuity. It’s because most marketing departments were built on a structure that does not reflect the needs and challenges of 21st century consumers.

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