In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
It was while he was looking for a new Web content management system to improve Tourism Australia’s online offering that CIO, David Rumsey, realised a much wider digital transformation was needed.
“Content is what we are all about – telling stories, sharing images and building our ability to craft that content to tell the story of Australia,” he says. “We knew Web content management was therefore going to be important.
“But as we started to expand our thinking, we want to understand how that content would perform, so analytics came into play. We also wanted to schedule content across all our digital channels, so social came into consideration because it’s a massive play for us and for tourism in general. We wanted to bring that deep engagement and reach in those social channels back to our owned platform, Australia.com.”
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