The Digital Marketing: Organisational Structures and Resourcing Best Practice Guide is an update on the 2011 report of the same name, 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 organisations when structuring your digital marketing capability.
About the report
The research was designed to provide an update to the previous 2011 version of this report in terms of common issues, themes and challenges associated with digital structuring, but also to assess whether conclusions arrived at in the first iteration of research are still valid and how marketers’ responses to these challenges have moved on. The methodology involved three main phases:
- Phase 1: a series of in-depth interviews (13 in total) with a range of senior digital and non-digital marketers and ecommerce leads across different sectors and markets, in order to identify 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 (106 respondents) of relevant senior staff across a range of organisations and sectors designed to better quantify feedback.
The 60 page 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.
This is the first of a series of reports Econsultancy is producing relating to the topic of digital transformation.
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Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.
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Table of contents
- About Econsultancy
- About the author
- Executive Summary
- Aims and methodology of the research
- Scope of survey
- Size and focus of company
- Business sector
- Digital Resourcing and Structures
- Size of teams
- Organisational structures for digital marketing capability
- The continuing importance of digital centres of excellence
- Advantages and disadvantages of centres of excellence
- The model for digital maturity in structures
- Global, regional, local teams
- Allocation of digital marketing capability
- Allocation of ecommerce resource
- Allocation of social media resource
- A model for the allocation of resource
- The growing importance of content marketing
- The growing importance of project management
- Hub as strategy, spoke as delivery
- Technical infrastructure, support and build teams
- Outsourcing versus insourcing
- Specialist and generalist resource
- Areas of specialism and generalism
- Balancing specialism with generalism
- Areas of growth in resourcing
- Senior organisational management and digital
- Senior level buy-in to digital
- The impact of media convergence
- Budgeting and integration
- Integration of digital into annual planning and budgeting
- Prioritisation of digital projects
- Strategy and planning
- Budgeting for digital channels
- Knowledge, Skills and Training
- Level of organisational knowledge about digital
- Priority of digital training
- Training budget allocation
- Skills for the modern marketer
- From ‘T-shaped’ to ‘Pi-shaped’
- The rise of the ‘technical CMO’
- The potential for ‘growth hacking’
- Challenges and Opportunities
- Challenges and barriers to growth
- Opportunities to grow – marketers as change agents
- References and further reading
- Resources and web articles
- Related Econsultancy reports
Download a copy of the report to learn more.
A free sample is available for those who want more detail about what is in the report.