Recommended research
Managing Digital Channels Best Practice Guide
Must-have guide for anyone involved in managing digital channels. Answers on questions about KPIs, team and organisational structures, budgeting, skills, strategy and planning processes etc. An Econsultancy Best Seller.
The Future of Digital Marketing 2008 - Presentations
Programme brochure for Econsultancy's 2008 London event "The Future of Digital Marketing" with agenda and speaker details.
26 August 2010 22:02pm
Hi Do you think a ecommerce manager should report to the marketing or it director for a pure play? I think if you give marketing a free reign on the website could overlook some of the tech issues and IT could overlook the marketing side. It feels like 50/50 to me, but that would cause logistic issues. What are your thoughts? How have other companies solved this? Thanks
CEO at Econsultancy
27 August 2010 11:15am
Obviously 'it depends' but I'd say almost certainly not the IT Director. Either the Marketing Director or the CEO.
There's a whole section on different team structures in our Managing Digital Channels Best Practice Guide
Digital Marketing Manager at BenAcheson.com
01 September 2010 16:00pm
Marketing is a core function. Technology is a support function. The technology should always support the business. So the marketing function is the customer of the IT function.
Any business that hopes to understand its market and engage with it should be marketing-led. The technology is important and must be managed effectively - but only as the enabler of business strategy. Not for its own sake.
So e-commerce should report to marketing and be properly integrated.