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.
Chris Sherman is Executive Editor of SearchEngineLand.com and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. He is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
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