Similarly, the democratization of data has revolutionized the way many businesses operate. The growth of data lakes and BI solutions has made data, and the hidden insights it contains, easier to access for people outside of analytics teams. All the while, the data remains properly managed, processed and secure.
With democratization,the people closest to the problem can now fix it themselves. They no longer need to wait for specialist intervention. In addition, specialist teams are saving time and money. As a result, they are free to focus on important strategic projects rather than micromanaging every tiny change.
What does this mean for marketing teams?While some roadblocks require a bigger organizational overhaul, marketing teams can more quickly find areas of autonomy and flexibility - and gain motivation.
By democratizing content, marketers can realize these same benefits. However, similar to software development and data analytics, doing this successfully requires the right technology to support it.