Besides the small introduction, subscribers and consulting clients within this management domain have access to:
Identify the symptoms of inadequate IT support of digital marketing to diagnose the problems in your organization.
Identify the untapped digital marketing value in your organization to understand where your organization needs to improve.
Develop a plan for communicating with stakeholders to ensure buy-in to the digital marketing capability building project.
Assess how well each digital channel reaches target segments. Identify the capabilities that must be built to enable digital channels.
Assess the people, processes, and technologies required to build required capabilities and determine the best fit with your organization.
Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Determine the fit of each digital channel with your organizational goals.
Determine the fit of digital channels with your organizational structure and business model.
Compare the fit of digital channels with your organization’s current levels of use to:Identify missed opportunities your organization should capitalize on.Identify digital channels that your organization is wasting resources on.
Identify missed opportunities your organization should capitalize on.
Identify digital channels that your organization is wasting resources on.
IT department achieves consensus around which opportunities need to be pursued.
Understanding that continuing to pursue excellent-fit digital channels that your organization is currently active on is a priority.
Identification of the channels that stopping activity on could free up resources for.
1.1 Define and prioritize organizational goals.
1.2 Assess digital channel fit with goals and organizational characteristics.
1.3 Identify missed opportunities and wasted resources in your digital channel mix.
1.4 Brainstorm creative ways to pursue untapped digital channels.
Prioritized list of organizational goals.
Assigned level of fit to digital channels.
List of digital channels that represent missed opportunities or wasted resources.
List of brainstormed ideas for pursuing digital channels.
Identify the digital channels that will be used for specific products and segments.
Identify the IT capabilities that must be built to enable digital channels.
Prioritize the list of IT capabilities.
IT and marketing achieve consensus around which digital channels will be pursued for specific product-segment pairings.
Identification of the capabilities that IT must build.
2.1 Assess digital channel fit with specific products.
2.2 Identify the digital usage patterns of target segments.
2.3 Decide precisely which digital channels you will use to sell specific products to specific segments.
2.4 Identify and prioritize the IT capabilities that need to be built to succeed on each digital channel.
Documented channel fit with products.
Documented channel usage by target segments.
Listed digital channels that will be used for each product-segment pairing.
Listed and prioritized capabilities that must be built to enable success on necessary digital channels.
Identification of the best possible way to build IT capabilities for all channels.
Creation of a plan for leveraging transformational analytics to supercharge your digital marketing strategy.
IT understanding of the costs and benefits of capability building options (people, process, and technology).
Information about how specific technology vendors could fit with your organization.
IT identification of opportunities to leverage transformational analytics in your organization.
3.1 Identify the gaps in your IT capabilities.
3.2 Evaluate options for building capabilities.
3.3 Identify opportunities for transformational analytics.
A list of IT capability gaps.
An action plan for capability building.
A plan for leveraging transformational analytics.