Gartner Research

IT Risk Treatment in Digital Marketing

Published: 30 September 2015

ID: G00261247

Analyst(s): Mike McGuire , Paul Proctor

Summary

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

Introduction

  • 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

Analysis

  • 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

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