Best Practice

Digital Marketing: Organisational Structures and Resourcing Best Practice Guide

By Neil Perkin,

The Digital Marketing: Organizational Structures and Resourcing Best Practice Guide is an update on the previous iterations of this research (2011 and 2013), and is based on interviews with senior employees at companies across a range of business sectors, as well as an online survey of senior digital professionals within Econsultancy's user base.

Written by experienced blogger, writer and consultant Neil Perkin, the report makes best practice recommendations designed to help you respond to the challenges faced by managers and organizations when structuring digital marketing capability.

The research was designed to provide an overview of the common issues, themes and challenges associated with digital resourcing and structures, but also to assess whether conclusions arrived at in the first two iterations of the research are still valid and how marketers' responses to these challenges have evolved.

The report aims to pull together findings from our new research, and also provide some updated recommendations on approaches to and opportunities within digital resourcing and structures.

The methodology involved three main phases:

  • Phase 1: A series of in-depth interviews (15 interviews in total) with a range of senior digital and non-digital marketers and ecommerce leads across different sectors and markets. This was to provide insight into key themes, challenges and opportunities in structuring and resourcing digital marketing.
  • Phase 2: Desk research to identify relevant issues, examples and models.
  • Phase 3: An online survey (439 respondents) of relevant senior staff across a range of organizations and sectors, designed to better quantify feedback.

The report contains everything you need to know about digital resourcing and structures, including sections on budgeting, skills and training, resourcing and opportunities for the future.

Digital Transformation

This research is part of a series of reports Econsultancy is producing on the topic of digital transformation

Digital is changing faster and more profoundly than anyone could have predicted. Doing what you've always done is no longer an option.

The specialist digital transformation practice within Econsultancy  helps companies accelerate their journeys to digital excellence. We address the four vectors of change:

  • Your strategy - where should you be going with digital?
  • Your people - what teams, talent and skills do you need to get there?
  • Your processes - how should you change the way you work?
  • Your technologies - what platforms, software and data strategy will serve you best?

Talk to us about an initial, no-cost consultation. We’ll discuss your toughest challenges, outline our methodology and come back with a proposal.

Contact our Digital Transformation Team on or call

  • EMEA: +44 (0)20 7269 1450
  • Americas: +1 212 971 0630
  • APAC: +65 6653 1911

Contributing Authors


Neil Perkin

More reports from Neil Perkin

Neil Perkin is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

Neil is a consultant with Econsultancy, a regular keynote speaker across Europe on content strategy, emerging media, digital marketing innovation and social technologies, and writes regularly for BrandRepublic, FutureLab, Marketing Week and The Marketing Society among others. He has been named by BIMA as one of the most influential people in the UK digital sector for two years in a row.

Neil curates the quarterly series of Firestarters thought leadership events on behalf of Google, and has worked with market-leading global businesses including Warner Bros, HBOS, YouTube, Marks & Spencer, Leo Burnett and Disney, and is an associate of The Futures Agency, a collaboration of some of the world’s leading media thinkers and futurists.

He has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity he ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Table of contents

1. Executive Summary

  • About Econsultancy
  • About the author

2. Introduction

3. Digital Resourcing and Structures

4. Financial Resourcing and Budgeting

5. Talent, Knowledge and Training

6. Key Challenges and Opportunities

7. Appendix


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