Perceptint Musings

With the continuing growth of digital marketing technologies, many companies are faced with the challenge of dipping their toes into new channels they may not be fully prepared for. Given the complexities of new channels like mobile advertising and social media, to move from a pilot marketing program into an official marketing protocol is a tall order.

That’s why I firmly believe that most companies need a digital risk center. This would be a marketing group that’s sole charter is to experiment with new channels and help guide the company through the potentially rocky roads without exposing the entire corporation to a greater risk. They are like the digital Sherpa’s, setting the ropes and ladders for the greater hordes following behind.

Here’s a quick list for how it could work:

1. Digital Risk Center is formed. Their charter is to identify new channels that might satisfy current marketing goals.
2. The group would have a separate budget from overall marketing. They would be responsible for vendor management.
3. From the first pilot of a new campaign, the group would be responsible for documentation and case studies of each new channel.
4. From the case studies, best practices for the organization should be developed. Once best practices are in place, the group would be responsible for partnering with the appropriate internal sponsors to turn the best practices into official marketing protocol.
5. As channels are approved and move through this process, the group would be responsible for assisting in the hand off of the channel to the larger marketing organization.
6. Repeat and rinse.

In this model, experimentation and learning are actively encouraged. One of the goals is to ensure that someone’s job isn’t hanging in the balance due to a lapse in judgment by their use of a new channel and subsequent failure. This model accepts that failure will occur, but understands that failure with learning’s can help the overall organizational health. It is also an acknowledgement by the company that they need to mitigate risk and create a method for keeping up with the ever-changing digital marketing picture.

What are your thoughts on this digital risk center concept? Does your company actively take chances or does your corporate culture wince from the thought? As always, your thoughts and opinions are welcome.

Until next time, may risk and the proper handling of it bring you and your organization the rewards they deserve.