Level
S
trategy process and
Structure:
S
enior management
Marketing integration
Online marketing focus
performance improvement
Location of e-commerce
buy-in
4 Decentralised
Refined
.
Decentralised
.
Driving performance
.
Partnership
.
Retention focus
.
operations
Close cooperation between
Digital marketing skills more
Involved in review at least
Marketing and e-commerce
Initiatives on ana
lysis of
e-commerce and marketing. developed in business with
monthly
work closely together
customer purchase and
Targets and performance
integration of e-commerce
through year. Digital media
response behaviour and
reviewed monthly. Towards
into planning and execution
spend starts to reflect
implementation of
unified reporting. Project
at business or country level.
importance of online
well-defined touch strategies
debriefs
e-retailers commonly adopt
channels to business and
with emphasis on e-mail
direct-channel organisation of
consumers
marketing. Loyalty drivers well
which e-commerce is one
known and managed
channel. Online channel profit and loss accountability sometimes controlled by businesses/brands, but with central budget for continuous e-communications spend (search, affiliates, e-communications)
5 Integrated and
Multi-channel process
.
Integrated
.
Integral
.
Complete
.
Optimisation focus
.
optimised
The interactions and
Majority of digital skills within Less frequent in-depth
Marketing has full
Initiatives to improve
financial contribution of
business and e-commerce
involvement required. Annual complement of digital
acquisition, conversion and
different channels are well
team commonly positioned
planning and six-monthly or
marketing skills, but calls on retention accord
ing to
understood and resourced
within marketing or direct
quarterly review.
specialist resource from
developments in access
and improved accordingly
sales operation. ‘Front-end’
agencies or central
platform and customer
systems development skills
e-commerce resource as
experience technologies.
typically retained in
required. Online potential
May use temporary
e-commerce team
not constrained by traditional multi-disciplinary team to budgeting processes
drive performance
SITUATION REVIEW