Tasks and responsibilities of a digital marketing team

MAXX//online | digital marketing organization competences

One of the first questions I am asked when talking to customers about improving their internet marketing organization is where the online can best be situated? Marketing, sales or a seperate department. Then of course questions regarding governance, the core activites of a web team and the size. Logical questions to determine how effective and efficient the digital marketing team is compared to the internal objectives and those of competitors. Detailed answers to these questions should come from the research: How to organize a digital marketing team?

To determine the tasks and responsibilities of an internet marketing organization I use the following starting points:

• Demand | Business management & consultancy
  • Consultancy: for example: strategy & planning, research & benchmarking, domain expertise (marketing, sales and/or market)
  • Online channel management: for example: processes & procedures, guidelines & standards
  • Business management: for example: demand management, planning & control, account & relationship management
  • Development & implementation: for example: program & project management, requirements (functional) definition, managing external parties
• Digital channel
  • Attract | acquisition & branding
    • Branding & PR: for example: web relations, communities & social media
    • eMarketing: for example: email marketing, search engine positioning, search engine marketing, webvertising
    • Third parties: for example: affiliates, partnerships, sponsoring
  • Convert | conversion & site management
    • Online proposition development: bijvoorbeeld – sales campaigns, promotions
    • Site experience: bijvoorbeeld – usability & interaction, functionality & design, webanalytics, site performance
    • Content creation & management: bijvoorbeeld – copywriting, webcontent management, content management, meta data management, translations
  • Grow | service & cross- up-sell 
    • Customer support: for example: online proposition development (service), online support (agent, chat, co-browsing)
    • Cross & up-sell (grow): for example: campaigns, promotions
    • eCRM: for example: email marketing (service & grow), loyalty, customer insights, customer lifecycle management
• Supply | IT Management & Infrastructure
  • Webprojects: for example: implementation new releases, realisation web campaigns,
  • Maintenance & Support: for example:site performance management, incident & problem management, change, release and test management, manage external parties
  • Infrastructure & Hosting: for example: platform management, Service Level Agreement management

In my experience this covers 95% of all activities needed to execute a digital marketing channel. This overview is a practical guide to determine who is responsible for what. More often than not, several areas have no, or multiple owners. It also identifies for which activities multiple external parties are contracted. This is a starting point to define practical quick wins.

Based on this overview, decision should be made which activities are core to the organization and which will contracted. Next step is to develop personal development plans and competences development based on the choices made.

More information:

• Services: internet marketing workshops
• Informatie: Managing Digital Channels Best Practice Guide (2009)- Dave Chaffey | E-Consultancy.com
• Managing an E-commerce Team: Integrating Digital Marketing into your Organisation (2005) – Dave Chaffey | E-Consultancy.com

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