Transcript Build IT Capabilities to Enable Digital Marketing Success Storyboard

Build IT Capabilities to Enable Digital Marketing
Success
Are you ready to support marketing in a digital world with new technologies and IT skillsets?
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Introduction
Digital marketing technology adoption has exploded, increasing marketing budgets
and campaign frequency. IT must prepare for digital marketing requirements by
improving digital marketing technology, processes, and human capital.
This Research Is Designed For:
This Research Will Help You:
CIOs, Application Directors, Integration Specialists,
Establish a repeatable framework to:
• Understand the digital marketing landscape and the
and Application Developers that support digital
marketing campaign development and execution.
CEOs, CIOs, CMOs, and Marketing VPs that want to
improve IT’s perception as a Marketing partner, rather
than just a service provider.
Small-large private and public organizations with a
mostly B2C or G2C market orientation. However,
digital marketing can also benefit B2B value chains if
very precise digital channel analyses indicate prospect
affinity for specific digital channels.
opportunities for your organization presented by
various channels.
• Improve collaboration between Marketing and IT by
facilitating discussion and consensus about digital
marketing priorities.
• Establish a prioritized list of digital channels most
likely to provide benefit to the organization’s top
product/segment pairings.
• Translate prioritized digital channels into discrete
capabilities that IT needs to build in order to provide
digital marketing leadership.
• Create a roadmap for channel enablement with the
people, process, and technology capabilities to
succeed.
Go beyond migration to digital channels and
transform the organization with digital marketing
analytics to do new things in new ways for new
segments.
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Executive Summary
The Situation:
• Investment in digital marketing technology has exploded as consumers flock to digital channels such
as email, social networking, video, photo, and mobile apps. IT has less time than ever to become a
strategic partner with product marketing groups as they migrate to digital channels.
The Solution:
• Identify and understand the digital marketing channels that can benefit your organization.
• Get stakeholder buy-in to facilitate collaboration between IT and product marketing groups to identify
necessary IT capabilities.
• Build IT capability by purchasing software, outsourcing, and training or hiring individuals with
necessary skillsets.
• Become transformational: use IT capabilities to support analytics that identify new customer
segments, key influencers, and other invaluable insights.
Info-Tech Insights:
• Time is of the essence! It is easier to begin strengthening the relationship between marketing and IT
today than it will be at any point in the future.
• Being transformational means more than just enabling the channels marketing wants to pursue; IT
must assist in identifying new segments and digital marketing opportunities, such as enabling
influencer management.
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Info-Tech is ready to assist. Book a free guided
implementation today!
Book a Guided Implementation Today: Info-Tech is just a phone call away and can assist you with your
project. Our expert Analysts can guide you to successful project completion. For most members, this
service is available at no additional cost.*
Here are the suggested Guided Implementation points in the Build IT Capabilities to Enable Digital Marketing Success project:
Section 3: Mobilize for Action: Get Stakeholder Buy-in to Get the Right People to the Table
Get everyone necessary in the same room. The purpose of this GI call is to assist in stakeholder identification and to
discuss the best ways to communicate with each stakeholder.
Section 4: Identify Your Product-Specific Digital Marketing Mix to Prioritize Digital Channels and Capabilities
Make a plan that is product and segment specific. The purpose of this GI call is to discuss how digital marketing trends may
affect channel reach, necessitating changes in the future.
Section 5: Create a Roadmap for Building Capabilities to Enable Digital Marketing
Develop a plan for enabling digital marketing capabilities. The purpose of this GI call is to discuss capability building options
and provide resources such as RFPs to assist in procurement or outsourcing.
Appendix: Become Truly Transformational: Leverage Analytics to Capitalize on New Opportunities
Identify new opportunities. The purpose of this GI call is to discuss best practices for data management and analytics.
*Guided Implementations are included in most advisory membership seats.
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Workshop Schedule
Day 1
Day 2
Identify digital
marketing
opportunities
Identify your
product-specific
digital marketing
landscape
Enable digital
marketing
capabilities and
leverage analytics
Understand digital
marketing challenges
Assess each channel’s
reach within target
markets
Identify capability gaps
Determine the digital
channels valuable to
your organization
Check each channel’s
fit for your products
and services
Understand your
options
Identify missed
opportunities and
wasted resources
Prioritize digital
channels
Create a capability
building roadmap
Brainstorm creative
ways to pursue
valuable channels
Identify high priority
capabilities
Brainstorm ways to
exploit advanced
analytics
Day 3
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Make the Case for Building IT Capabilities
Sections:
Make the case
Identify digital marketing
opportunities
Mobilize for action: get
stakeholder buy-in
Identify your product-specific
digital marketing landscape
Create a roadmap for building
capabilities
Appendix
What’s in this Section:
• Identify the symptoms of inadequate IT support of
digital marketing to diagnose the problems in your
organization.
• Recognize the risks of inaction to understand why
action must be taken.
• Understand what a truly transformational model
looks like to use the model as a benchmark for
evaluating your digital marketing success.
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Symptoms of failure
Do these concerns sound familiar?
Not enough time to adapt:
• Web 2.0 channels are more complex, reach a far greater audience,
and are being adopted by buyers much faster than Web 1.0
technologies of the late 1990s.
Poor understanding of requirements:
• Marketing is demanding the latest and greatest technology, but
hasn’t translated that to specific IT requirements well.
Need for constant IT involvement:
• IT is constantly custom coding on existing email and web marketing
campaigns and data integration points require regular maintenance.
Big data, and just more of it:
• The organization is too worried about capturing big data in
warehouses rather than analyzing it and extracting valuable insights
for marketing.
Lack of marketing internal alignment:
• Requests by marketing groups are often for redundant, unproven,
and difficult to integrate technologies. It is difficult for IT to build
capabilities for multiple, unaligned digital marketing initiatives.
If your organization is feeling
these symptoms, then your IT
department may lack the
capabilities it needs to support
digital marketing. This blueprint
can help.
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Prognosis
What will happen if you don’t take action?
Misalignment:
• Even if IT builds the capabilities to pursue digital channels, the
channels will underperform in realizing organizational goals if the
channels and the goals are misaligned. Just because everyone has
heard of Facebook does not mean Facebook is always the answer.
Missed opportunity:
• Building pages for search engine marketing and social media
requires proficiency with JavaScript, CSS, and HTML. If IT does not
develop the capabilities to support these channels, then lead
generation, brand promotion, and engagement opportunities will be
lost.
Ineffective analytics:
• Leveraging analytics to identify new opportunities is highly dependent
on IT supporting the necessary integration for robust analytic
capabilities. Failure to integrate and analyze new data will undermine
organizational success in influencer and sentiment identification.
Lack of control:
• Marketing is developing and depending on internal power users and
IT must move quickly to ensure
that marketing is adequately
supported as it migrates to digital
channels. This blueprint can help.
agencies. This practice can isolate IT from digital marketing
technology decision making. However, IT will still be needed for
integration and technical capabilities, so a lack of involvement in
decision making will result in decreased control over IT resource
allocation and detract from partner perception of IT.
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What does a truly transformational organization look like?
We need to ask what an organization that is 100% capable of supporting
digital marketing would look like. It would not only be a strategic partner, but
also a transformational leader that drives digital marketing in new directions.
IT is a strategic partner throughout channel migration:
• IT is involved in decision making and has a complete understanding of the digital
channels the organization is going to migrate to or phase out if unused.
Migrate
• IT has the necessary capabilities to support and enable success in all relevant digital
channel management technologies.
IT is a leader in transforming digital marketing:
Transform
• IT is a key player in ensuring that all relevant data from new digital channels is managed
and analyzed in order to maintain a 360 degree view of customers and feed real-time
campaigns.
• This enables the organization to not only target existing segments effectively, but also to
identify and pursue new opportunities not presented before. These opportunities include:
identifying new segments among social networks, identifying key influencers as a new
target, and identifying proactive service and marketing opportunities from the public
social cloud.
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Clarify the digital marketing landscape to understand the
scope of this blueprint
Digital Marketing is a broad category of channels, technologies, services, and practices. This blueprint focuses primarily on
the concepts below, but the framework and methodology can be used for an extended definition, including vertical industries.
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Identify Digital Marketing Opportunities to Understand
the Need for Action in Your Organization
Sections:
Make the case
Identify digital marketing
opportunities
Mobilize for action: get
stakeholder buy-in
Identify your product-specific
digital marketing landscape
Create a roadmap for building
capabilities
Appendix
What’s in this Section:
• Understand how goals affect how channels fit into
your organization to assess value.
• Consider how organization size and business
model affect digital channel fit and value.
• Identify the untapped digital marketing value in your
organization to understand where your organization
needs to improve.
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