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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IT’s inability to support marketing results in:
- Underperformance as marketing fails to promote a positive brand image and generate leads on digital channels.
- Shadow IT emergence as marketing tries to enable themselves, but IT is left to deal with integration of incompatible systems.
IT’s complete ability to support marketing results in:
- An optimized digital marketing strategy that yields high returns.
- A strong and healthy relationship between IT and marketing.
- An organizational view of IT as a highly competent strategic partner.
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Onsite 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 onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Identify Digital Marketing Opportunities
The Purpose
- 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.
Key Benefits Achieved
- 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.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Define and prioritize organizational goals. |
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| 1.2 | Assess digital channel fit with goals and organizational characteristics. |
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| 1.3 | Identify missed opportunities and wasted resources in your digital channel mix. |
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| 1.4 | Brainstorm creative ways to pursue untapped digital channels. |
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Module 2: Identify Your Product-Specific Digital Marketing Landscape
The Purpose
- 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.
Key Benefits Achieved
- 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.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Assess digital channel fit with specific products. |
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| 2.2 | Identify the digital usage patterns of target segments. |
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| 2.3 | Decide precisely which digital channels you will use to sell specific products to specific segments. |
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| 2.4 | Identify and prioritize the IT capabilities that need to be built to succeed on each digital channel. |
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Module 3: Enable Digital Marketing Capabilities and Leverage Analytics
The Purpose
- 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.
Key Benefits Achieved
- 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.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Identify the gaps in your IT capabilities. |
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| 3.2 | Evaluate options for building capabilities. |
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| 3.3 | Identify opportunities for transformational analytics. |
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