Where is your organisation in terms of capability maturity?
• Why is knowing where you are critical?
• How can you plot where you are and where you are heading?
Managing Digital Teams Course
What functions does a digital team perform?
• Strategy and planning – online value proposition, channel integration, analytics
• Customer acquisition – Search, affiliates, display ads and PR
• Customer conversion – web log-in, email, SMS
• Customer retention – web personalisation, email, SMS, loyalty
• Web content and design – usability
• Operational management – backend management (warehouse and stock management)
• Central IT/technology – web hosting, security, content management system
In-house or outsourced – how do you decide?
• Organisational outsourcing philosophy
• Willingness to invest and carry staffing fixed costs
• Ability to recruit and train staff
• Skills needed to manage a process through third party partners
Where should a digital team sit in an organisation?
• Part of Marketing • Part of IT • Separate E-Commerce Team
• Part of Direct Sales/Channels
What should the structure of an e-commerce team be?
• Customer lifecycle-based
• Functionally-based
• Direct-channel-based
Who are the key players in a digital team?
• Senior management
• Acquisition management and specialists
• Conversion management and specialists
• Retention management and specialists
• Technical management and specialists
What skills does a digital team need?
• Marketing strategy and planning
• Analytical
• Project management
• IT/technical
• Inspiring staff and building a team
Who manages the digital team’s corporate interface
• With IT
• With senior management
• With offline marketing
• Some blindspots and how to avoid them
WHO IS THE WORKSHOP LEADER?
James A. Matthewson is a digital & direct marketing specialist with extensive experience of developing and delivering Digital Marketing, e-Commerce and e-Business strategies for clients across the world.
James’ industry experience is vast, working as a digital marketing practitioner and trainer across many B2B and B2C sectors for clients such as Pernod Ricard (Martell Cognac), The Institute of Direct Marketing, IBM,
Kalido (Shell International) and Michelin.
James is also a published author in the subjects of e-Business, Digital & Mobile Marketing and regularly writes for various publications on the subject of Internet marketing and business
