4. Infrastructure Transformation: Targeted Content
It was one of those moments when each member of the team started turning from side to side to see what each other team member thought—almost as though a tennis match had broken out right in front of them.
Apparently it was a difficult question: “Why are IT people, rather than marketers, responsible for your website search engine?”
You probably know what website search is: It’s the little box in the upper-right corner of your site where your visitors type in words that they think will help them find pages on your site. This client had just finished explaining that the reason that their website search was awful is that it was owned by the IT team. So, the obvious next question was “Why?”
And, honestly, ...
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