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Achieving Relevance in Direct Digital Marketing: Overcoming Organizational Constraints

by Bryce Marshall  |  
February 2, 2010

In a previous article, we introduced the idea of relevance in digital marketing and listed five keys to achieving a relevance-centered approach. The first key is to overcome organizational challenges. Which means you may need to shake things up a bit.

Organizational challenges can be the silent killer to achieving relevance in direct digital marketing, placing constraints on innovation and on the adoption of technology and best-practices, or limiting the manpower to create compelling campaigns and programs.

You can do everything else right, but failure to address organizational challenges can torpedo an otherwise watertight ship.

Let's take a look at three of the most common organizational constraints.

1. Knowledge constraints

As each technology in the direct digital marketing toolbox has evolved—from the Web to search to email to analytics to dynamic content and mobile—a corresponding organizational structure or resource specialization is often added.

As those silos stack up side by side, the fragmented organizational structure becomes untenable. There is a lot of vertical integrity and knowledge but little ability to extend knowledge across the silos.

If one person or department manages email, another manages search, and another manages the website, the inherent disconnect is evident, making it difficult to extend relevance across multiple channels consistently.

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Bryce Marshall is the director of strategic services at Knotice (, a direct digital marketing solutions company. Bryce is a contributor to Knotice's blog, The Lunch Pail (, and can be reached via

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