Centralised Digital Services and Innovation: Are they mutually exclusive?
Evolution in technology is constantly offering new capabilities in the way we create and deliver content and new tools to measure and understand how audiences consume and engage with it. Keeping pace with technological innovation in large healthcare and life sciences companies, where digital marketing functions are often centralized into global services organisations, is a constant headache.
So how does innovation fit into the central services model, where scale, standardised approaches and cost efficiency are often the core mission? How do internal customers cooperate to become early adopters and agents for change? How can an innovative and agile approach sit comfortably with sensible governance and compliance? Can central services become the new innovators in digital marketing?