Follow your imagination rather than limit your IT World.
Recently, one of my collegues mentioned that having your own IT team will benfit you the most. Inedeed, there are plenty of challanges with outsourcing the work, however if you are not a SW company, but a client looking for resolution of your IT challenge you would consider hiring the team to solve it, rather than doing it on you own. You do not buy brewery to drink a beer, do you?. Focus on your key competences and do what you do the best.
I would rather focus on the other aspect of the problem. When your customer has already decided to change they current web solution implementation by creating a new design, specyfying new functionalities and having in mind new marketing approach, what would be the most efficient way to address demand and get the most valuable partners do deliver the work?
And now the magic begins. Most of the times there is some digital marketing agency which customer employs. The project brief is surely addressed there in the first place. And then again, if you have already implemented a technology stack which is convenient to use by the agency, you probably would get it again, but refreshed.
As we all know, nowdays it’s a marketing department a decision maker in project selection process rather than an internal IT team. Their role is narrowed down to ensure that newly implemented solutions work stable after the delivery. And that’s fine, this is a natural process. Business decides about the solutions that brings it closer to its targets. Software functionalites available out of the box are no longer a first thing to consider. UX, design, customer interactions, presonas, conversion paths: these are now key web functionalities which help to deliver the task. Sales ….!
I’m not going to mention here any software vendor, but looking into Gartner report there is surely a wide selection of advanced marketing solutions which will do their job.
Anyway, going back to the topic. Look and feel, proper UX and all other current web design trends are perfectly doable on every technology stack. Functionality to save you and your IT development team time are the completely different story. To have the most suitable technology to base your solution on, you would rather ask a technology company which keeps up with the recent technologies, which potentially will be more suitable to deliver the functionality, than your old technology stack, well known by a digital marketing agency.
So if you would like to ensure you’re either close to your customers and running the best technology stack, you should rather than rely on a digital marketing agency end to end, consider setting up a cooperation between them and a reliable technology partner.
/Tomasz Gibas
Coders Center cooperates with number of Digital and Marketing Agencies to follow latest usability and design trends. Company delivers services in Poland, Germany, Austria, Czech, UK and other countries in Europe.
Article originally posted on Linkedin Pulse
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