Analyzing Digital Marketing Team In Campaign Production
Now that we have looked at the process, and some of the most common external stakeholders, let’s focus on the internal role of marketing and how the department works with the broader business organization.
The role of the marketing team in the broader business organization can be defined as ‘promoting the business and mission of an organization’. It serves as the face of your company, coordinating and producing all materials that represent the business. It is the marketing department’s job to reach out to prospects, customers, investors and/or the community, and create an overarching image that represents your company in a positive light—that is, your brand.
The digital marketing team focusing on an area of technology is key as the knowledge and skills required to achieve success online differ from traditional marketing skills. It requires more expertise in automation systems, ad exchange markets and new methods of consumer and data analysis. Having a dedicated digital marketing team ensures that strong skills and stakeholders are in place to manage the multiple assets and face of digital media communication.
The quality of this marketing has evolved and changed with the development of technologies, which also made the role of marketing in the business organization more complex. Today the general structure of a digital marketing department will be divided by area of specialization, through key roles such as:
- SEO specialist
- Campaign manager
- Community Manager
- eCommerce specialist
- Content marketer
- Digital Marketing Director
- UX/Brand expert
- Loyalty specialist
Each of these positions can vary depending on the size, focus, and seniority of the organization. Some individuals may undertake multiple specialities or be in charge of specific channels.
A business organization is an entity that has multiple functions in an industry as a business that provides and sells a good/product to answer a need or fix a problem, for a given group of individual. The different functions of the business organization have an impact on the digital marketer, as it provides the pulse for the entire business organization’s planning, budgeting, and future. Let’s review the different functions of a business organization and how it influences the digital marketer:
The role of the buying or purchasing department in a business is to source, negotiate and buy raw materials that will be used to put together the product while respecting legal requirements and keeping track of accounting.
The volume, quality, and length of buying and retrieving these materials will impact on the price and accessibility of the product by setting up production timelines, as well as the basis for production price (which is composed of the price the raw materials needed to build a product).
It is not directly linked to the marketers, but this will affect when and how the product will be sold, how quickly, and at what market price. Additionally, marketers can find value proposition elements in the materials that are bought.
For example, if they are bought from specific communities and help them grow, this could be an interesting selling point for an audience concerned with fair trade and communities.
The impact of production also affects planning, pricing and product availability. It is also a great source of messaging and content that companies can build upon. An example of this is if a company has a zero-waste policy, ensure nothing is left after the product has been built, have a low carbon impact, and are able to produce on-demand and deliver the next day.
This process of production can impact how the product is sold and creates additional value. The role of the production function is to turn input like raw materials into outputs through a series of processes. The raw material comes in, is processed, and comes out with added value and functions.
The distribution function sets up the where, how much, and how the product will be provided to the market. Is it on a shelf, online, in a local market supermarket, independent or flagship store?
The distribution channels that are set up in this function will dictate where the marketing effort needs to lead in order to complete conversion and turn in new customers. It also dictates part of the positioning of the product.
For example, if the product is sold in a supermarket, the positioning might not be focused on the premium quality of a certain ingredient but maybe convenience, in comparison to if it was sold in a trendier store.
Digital and traditional marketing teams working towards a common goal should communicate plans and strategy to increase repetition and provide a single brand experience across all media.
Within the marketing department, the digital marketing team will be in contact with: communication, design, content, public relation and press relation departments.
Sales and marketing work hand in hand to create profit by converting leads into customers and advocates. A company that is client-facing might have two sales teams focused on each branch of audiences.
Sales will work with marketing to position the product and get information assets, a key selling point that they can use to close a deal.
They will also play a role in providing feedback on the product from the stakeholders met and convinced, or the ones who turned down an offer. This is also providing great insights for marketing teams in order to position and avoid obstacles in the future.
After new customers are acquired, the sales team has a mission to follow up and keep these customers in the pipeline for future sales, renewals, additional products, etc.
Marketing is highly involved in this process and keeping the customer interested and informed about options and potential needs they can come across in the future.
Marketing objectives should be aligned with business objectives to provide business growth. Marketers should understand the key metrics that define business growth and be able to translate these into marketing goals.
This can be done by understanding the relationship between marketing efforts and profit by looking at previous data sets or secondary research conducted by third parties.
Top-level executives in a company will set business goals for the entire organization. These are generally broad and provide direction to where the business should be going in terms of product development, positioning, market lead and so on. Some examples of business goals include:
- Increase revenue by 20%
- Increase market share by 15%
- Reduce cost by 10%
Each department feeds its own objectives from the global objective and will set up KPIs (key performance indicators), to measure its success against and assess if their final performance contributed to the overall business goals.
On the articles, we use sales and marketing as an example of two departments that have objectives which usually work alongside each other.
The sales team will set up contributing objectives. For example, to achieve a 20% increase in revenue and translate this figure into actual sales figures, the objective might transform and become:
- Increase MRR (monthly recurring revenue) by 5% each quarter
After analyzing this goal, looking at previous patterns that lead consumers to become customers that impact the MRR, the marketing team can set up objectives and targets that will likely convert into an MRRs.
For this, they need to understand the sales process and how the marketing efforts will impact this figure. At the end of this analysis, the objective might now have transformed for the digital marketing team to become:
- Generate 15% more leads in the quarter and qualify at least 70% of these leads.
This could be the main objective divided into smaller objectives that would be more specific and truly follow the SMART objective model.
The definition of the key metrics used will depend on the main goals, departments and available data sets. More examples of business KPIs include:
Profit, cost, cost of good sold, day sales outstanding, sales by region and number of customers. These are high level and not always the most specific.
Some sales KPIs might be customer churn rate, contact volume by channels, customer lifetime value (CLV), customer acquisition cost, customer retention.
Some marketing KPIs might be: returning visitors, brand awareness, return on marketing investment, web traffic source, CLV, cost per acquisition (CPA), CTR, conversion rate.
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