INMA_A01.QXD

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