The six types of marketing org structure
How should a modern marketing department be structured?
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What ‘data’ competencies does a modern marketing function need?
In our Modern Marketing Model (M3), ‘Data & Measurement’ is arguably the only completely new element introduced compared to previous models like the 4Ps. As it is new it is the least well understood and scoped.
In-house agency versus on-site agency: Weighing the pros and cons
In-house agency or external agency?
Increasingly, brands are finding that they have a third option as a growing number of firms are specializing in setting up on-site agencies staffed with outside agency talent but integrated into the culture and operations of the client brands.
Reorienting to the customer journey: Three lessons from successful brands
There’s a lot we don’t know about customer behavior and motivation.
Even though there has never been more information about what they’re thinking and doing, marketing is challenged by a buying process that jumps back and forth between the online and offline spheres and often involves multiple devices.
The future of content is marketplaces, not AI
Content generation is increasingly being undertaken using management platforms and dispersed teams of freelancers, rather than traditional fixed role, in-house teams.
This trend is evident in a burgeoning gig economy and a rise in technology companies providing HR and content platforms. Over and above AI, these content marketplaces represent the future of content creation.
How to create a culture of design in your organisation
I’ve recently been writing about design thinking, a hot topic this year.
So far, I’ve done some reading to try to define what design thinking is, why it’s so important, and how marketers can apply it.
Now I want to ask, how should an organisation embed a culture of design?
20% of marketers have created an actionable ‘single customer view’
The single customer view (SCV) is one of marketing’s hot potatoes.
Is it really feasible? Well, according to our latest Quarterly Intelligence Briefing: The Pursuit of Data-Driven Maturity (in association with Adobe), 20% of marketers have in fact achieved an actionable SCV.
The survey has thrown up plenty of fascinating data – let’s take a look at a little bit of it.
In-house or outsourced? A key chart from our Organisational Structure guide
Does your New Year to-do list include ‘hire a PPC specialist’?
How have your marketing teams changed and upskilled in the past two years?
Econsultancy’s updated Organisational Structures and Resourcing Best Practice Guide reveals the state of digital marketing capability, in-housing and outsourcing, specialisation, budgeting, talent and training in 2015.
Hive: A startup culture in a corporate behemoth
The team at Hive have an interesting story to tell.
Iterating a new product in a nascent part of an old industry, doing this within an enormous organisation like British Gas, while maintaining an independent, startup culture.
There’s a lesson in there for anybody.
Here’s what I learnt about Hive by listening to Tom Guy, product and commercial director, at #canvasconf, organised by 383.
Chief Customer Officers (CCOs): A fad or the future?
In my previous article I looked at the rise of the Chief Digital Officer.
However, in that piece I suggested that the “transformer CDO” is very similar to the Chief Customer Officer, the latter also seeing a dramatic rise in popularity in the last two years.
Five common mistakes when writing a digital job description
Staying on top of changing digital job descriptions is difficult for HR and senior managers.
That’s why Econsultancy has put together a raft of digital job description templates for junior and senior roles in digital that you can adapt to your needs.
But what are the mistakes you want to avoid? Here are five that can attract the wrong candidates, damage your brand or compromise your interviews.
Five factors that are changing digital job descriptions
The most important part of digital transformation to our readers is their place within it.
We are continually asking ourselves ‘do I have the skills needed to succeed?’ and we know that learning new skills is the only way to keep pace with change in the industry and our job descriptions.
But how are these job descriptions changing and why?