Gartner Research

IT Risk Treatment in Digital Marketing

Published: 30 September 2015

ID: G00261247

Analyst(s): Mike McGuire , Paul Proctor


Failing to analyze digital marketing risk will result in missed opportunity and/or unacceptable risk to the business. IT risk managers need to help digital marketing functions address reasonable risks.

Table Of Contents
  • Key Challenges


  • Digital Marketing Context for IT Risk Professionals
    • Accepting and Managing Risk Needs to Be a Cross-Unit Practice
  • Introducing the Gartner Risk Treatment Model
    • New Challenges Require a New Model


  • Using the Gartner Risk Treatment Model for Digital Marketing Risk
  • Digital Marketing Risk Categories
    • Follow the Six-Step Process for a Risk-Adjusted Marketing Approach
    • Example for Digital Marketing: Push Notification
  • Accepting Digital Marketing Risk Is OK

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.