[Irtalk] Guest Post : It’s Not About Technology! The Digital Challenge is Institutional « UK Web Focus

Hilton Gibson hilton.gibson at gmail.com
Tue Sep 9 13:30:09 SAST 2014

The disintermediation brought about by social media was an early indicator
for institutions of the disruptive effect of digital. Many have risen to
the social media challenge, but social is only a piece of the digital
jigsaw. Digital goes beyond web and marketing; it is about institutions,
how they are structured and how they respond to change. *The traditional
guardians of Web – IT and Marketing – find that digital increasingly
requires them to operate outside their normal spheres of influence – it is
a business-wide problem that requires strategy, governance, technology,
people and processes. How can IT and Marketing effect the scope of change

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