Looking to the future with Dow Jones Online…

In today’s Wall Street Journal, DowJones Online’s advertisement on the future of Advertising Online caught my attention. (How’s that for breaking through the clutter of information thrown out in each and every daily newspaper?) The Future of Advertising series is very interesting with many good facts about broadband usage, web habits, and demographic information.

Specifically the section Walking the Walk from Number 7:

“It’s not about the technology, but relationships. All senior executives should be comfortable with the role that this ever-growing and fragmenting Digital channel plays in their communication strategy.”

That’s what we’ve been saying for more than three years and we couldn’t agree more. When senior executives get comfortable with the reach and potential that digital communication strategies deliver and forget about understanding the technology, organizations succeed in meeting customer needs and building higher customer satisfaction ratings. When they aren’t comfortable, the traditional turf battle between IT and Business (marketing, customer support, etc.) take over. It is up to Senior Executives to prevent the type of silo conflicts that we run into so often today.

Take a look at this series. It’s free and a real eye-opener as to why executives must look forward instead of remaining complacent with their current online efforts.

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