An effective web presence has evolved from a “nice-to-have” to a “must-have” for Internet Marketers. No one disputes the trend that non-technical marketers are having a major impact on the web. Today’s marketers rightly demand increased control over online messaging and tools. In a broader sense, the marketer’s increased involvement is even causing agencies like eCrossings to examine the dynamics of the web project itself.
Traditionally, web project managers create and manage highly structured timelines. There is an almost obsessive approach to making to sure the site is rock solid before client testing. This runs into two problems with Internet Marketers in real world scenarios.
1. A marketer’s job involves continuous tweaks to messages and content. So chances are, by the end of a 3-6 month project there will be changes in content, messaging or both.
2. Marketers in the healthcare and pharmaceutical space, especially, need buy-in from a number of stakeholders. Going through the site with a fine tooth comb might be wasted effort if the C-suite doesn’t like the direction.
Based on our experience and the dynamic nature of Internet Marketing projects, we have begun experimenting with sharing a less-than-complete deliverables so we don’t waste time perfecting something that has a high chance of being changed anyway. Deadlines are often solid, so why not release a “90% deliverable” with release notes on the sections that are almost done, or have a high-probability of being updated?
Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients on interactive projects and strategy
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2 comments:
Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now. Keep it up!
And according to this article, I totally agree with your opinion, but only this time! :)
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