Managing Digital Channels Best Practice Guide
Overview
As the importance of digital media in influencing and supporting purchase continues to increase dramatically, companies face many new management challenges to integrate e-commerce and digital marketing into their marketing activities.
E-consultancy commissioned this interview and survey-based research to assess a range of medium to large UK organisations for the following:
-) Common issues and challenges faced by managers responsible for integrating digital channels into their marketing and business operations.
-) Different strategies and best practice approaches to meet these challenges.
-) Practical solutions to these challenges.
-) Diagnostic tools to assess capabilities and to identify a plan for improvement.
About this Guide
This report, which is based on a survey of more than 100 senior digital marketers, is a follow-up to the
Managing an E-commerce Team report we published in 2005.
As with our 2005 report, the lead author of this guide is
Dr Dave Chaffey, a specialist internet marketing trainer and consultant who has worked with a range of well-known organisations including BP, HSBC and Siebel Systems.
The report is divided into three main parts:
-) Introduction to digital marketing strategy
-) Key digital strategy components
-) Approaches to digital marketing governance in organisations
Contents
This guide will provide you with around
50 recommendations on best practice approaches to developing digital marketing strategies and
50 practical tips.
It also contains many frameworks for diagnosing current digital channel management processes including
65 figures and
13 tables.
Who this Guide is For
This report is designed for
senior digital marketers and strategists. It is also intended to inform
non-digital marketing specialists such as senior managers who want to learn more about integrating e-commerce into an organisation.
Agencies can also benefit from this report because it will help them understand the challenges faced by their clients.
Related Resources
Check out our other
Best Practice Guides, which cover topics like
SEO, Paid Search, Online Retail and
Web Design.
We also have a report on
Web Project Management that contains plenty of guidelines to help you deliver projects on time and on budget.
Topic Relevant Keywords
digital, strategy, management, e-commerce, organisation, team structure,
recruitment, management, marketing
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