“So, what exactly do you do?” As a marketing professional, I run into this question fairly often. The outside picture of the digital marketing agency is a bunch of blue -haired hipsters spending their days posting on social media, playing on Photoshop, and making BIG decisions based on who wins the in-office beer pong challenge. While many brilliant ideas happen brew-in-hand (in the agency world) – most corporate marketing departments are pretty…well, “corporate.”
Unfortunately, one cliché that is often true of both the “stereotypical digital agency” and many corporate marketing departments is a lack of structure. Team members frequently juggle roles and work in silos. It’s as if everyone has a paddle and is rowing the same boat in different directions. Sophisticated project management not only provides the team a clear destination, but also maps the best route to get there.