IT and Marketing
Alignment. If I had a magic
wand, I would mend the
working relationship
between marketing and
information technology.
IT departments are
often viewed as cost
centers. That’s a
mistake. The best
practice? Task IT with
helping you improve
top-line results. Treat
them as a partner. And
reward them accordingly.
Again, most of these
improvements can be
made in increments.
Step 3.
Integrated Creative
Automation, however powerful, can take you only so far.
What do you do once your
Hub is in place? Do you have
the creative, the offers, and
the fulfillment capacity to
communicate with micro
segments? That’s where the
hard work is — and also
where the magic happens.
Depending on how far
along you are, you may
want to deploy a digital
content management
system, one that performs
dynamic creative assembly.
This system can be used
in two ways:
• For simple versioning,
in which you take a
foundational
piece of copy
and swap out
the lines or pieces
as needed
Media strategist
and brand
builder Perianne
Grignon is the
CMO of [x+ 1].
ANA Thought Leadership Series April 2012 | 11
