Do a simple Google search for “off the shelf vs. custom application” and you’ll find dozens of helpful and well-argued articles with convincing analyses of factors ranging from costs, features, and organizational and technical implications, to tax and legal considerations. Such articles can be useful as checklists to ensure you’ve done your due diligence when deciding how to approach the system or application you need. But one factor that is often given surprisingly little weight in the decision-making process (perhaps because it is difficult to quantify) is user experience.
You’re a marketer and you’re proud of and excited about your new digital marketing initiative. Your goals are clear, your communications plan is well thought out, and all you need now is the technology to put your plan into action, so you need to talk to your IT. Now queue the record scratch sound effect.