Best practices for surviving and thriving during marketing technology implementation

This article summarises findings from a paper published in the Journal of Brand Strategy on surviving and thriving during the next marketing technology implementation: best practices for modern marketers.

This article summarises “Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers” by Peg Miller, Journal of Brand Strategy (2018), Volume 6, Number 4, pp. 356-361.

Evaluating and understanding how marketing technology can help enable a high-performance marketing team is a critical skill set for today’s modern marketer. Marketers are required to make technology decisions to drive an organization forward, yet often lack experience in evaluating or implementing technology, which can cause marketing technology initiatives to fail. The strategies and tactics outlined in Peg Miller’s paper can mitigate the risk.

According to an...

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