Managing an E-commerce Team: Integrating Digital Marketing into your Organisation

There is a newer version of this report available: Managing Digital Channels Best Practice Guide

As the importance of digital media in influencing and supporting purchase increases, companies face many new management challenges to integrate E-commerce and digital marketing into their marketing activities. This interview and survey-based research report assesses for a range of medium to large UK organisations:

• Common issues and challenges faced by managers responsible for digital marketing
• Different strategies and best practice approaches to meet these challenges
• Practical solutions to these challenges
• A typical stage model of development in E-commerce capability

Two signifcant outputs included in the full report are:

• A 5 stage capability maturity model for E-commerce has been defined which enables organisations to benchmark their E-commerce capability with other organisations
• 20 best practice recommendations have been identified with detailed checklists of approaches to consider

Other key questions answered include:

• How important is E-commerce as a channel now, and in 5 years?
• What is the potential for capability improvements?
• How is E-commerce organisationally located and controlled?
• How should you structure an digital marketing team?
• How do companies plan for E-commerce?
• What are the biggest challenges facing E-commerce managers?
• How much do companies spend on E-commerce as a % of their marcomms budgets?

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