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Are Your Digital Marketing Tools Limiting Options?

There is a digital marketing tool to help you through almost any task.  Some of these tools are robust in trying to tackle multiple functions where other are specifically designed to do one specific function.  This multitude of tools gives the impression that anything is possible if they can be combined into a cohesive experience.  Unfortunately, there is usually a hidden problem with implementing sets of tools because it limits options and complicates customization.

Content Management Systems (CMS) are a good example of a robust tool.  Most CMS systems allow for tool, template, and administrative customization.

We recently worked with a client who had a CMS set up for their website that offered a pre-set header, navigation, body layout, and installed plugins set.  It was set up so that a site admin could create or edit pages by simply adding text, images, or selecting plugins. The primary focus for the layout was on a responsive design. Additional page elements had been removed to keep the format simple and ensure that the site displayed well on mobile devices.

The client needed a sub-site landing page created for a program they were offering and wanted the sub-site to mimic materials they had already designed.  The design specifically designated:

  • A six column layout in the body of the page.
  • A navigation element specific to the landing pages that would not appear on other pages of the site.

Neither requirement sounds unreasonable, right?

Sometimes tools make simple sounding tasks into complex ones.  The template had been built to meet a maximum of four columns in the body.  Inserting additional columns caused significant layout problems and was not responsive when viewed on a smaller screen.  Since the navigation was pre-defined, there was no way to insert navigation elsewhere on the page or exclusively to the sub-site pages.

The result was a customized development project to not only create these elements but to also integrate them into the CMS. In this case, rather than solving a problem, the tool made the problem significantly more complex.

Carefully select the tools that you plan to use in your digital marketing and be wary of trying to piece too many together.  Think of your tools like a craftsman.  A plumber doesn’t show up with a full set of carpenter’s tools and vice versa.  They have a tool box specifically designed to do the job they need to complete.

Some digital marketing tools appear robust but either offer poorly crafted functionality or offer functions that aren’t useful.  If you limit your tools to a core set it often makes adding options and customizations simpler because the changes don’t have to be compatible with a complex suite of settings.

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