The proliferation of digital channels opens up new opportunities for businesses that want to deepen relationships with existing clients and attract new customers. Social media platforms and the widespread use of mobile devices provide an affordable way to push out a steady stream of content to always-connected consumers and generate new business. However, many companies that are making the change from print-centric communication to digital content are finding that the transition isn't simple. The processes that are in place for creating, approving, publishing, distributing and tracking print-centric content don't scale when faced with omni-channel digital content.
Andrew Pemberton was the Publisher of EContent magazine until May 16, 2003.
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