Build IT Capabilities to Enable Digital Marketing Success

Are you ready to support marketing in a digital world with new technologies and IT skillsets?

Build IT Capabilities to Enable Digital Marketing Success

Member Challenge

  • 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.
  • Ineffective analytics: Failure to integrate and analyze new data will undermine organizational success in influencer and sentiment identification.
  • Missed opportunity: If IT does not develop the capabilities to support these channels, then lead generation, brand promotion, and engagement opportunities will be lost.
  • Lack of control: Marketing is developing and depending on internal power users and agencies. This practice can isolate IT from digital marketing technology decision making.

Our Advice

Critical Insight

  • 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.
  • Time is of the essence! It is easier to begin strengthening the relationship between marketing and IT today then 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.

Impact and Result

  • 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.
  • IT has the necessary capabilities to support and enable success in all relevant digital channel management technologies.
  • 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, identifying proactive service and marketing opportunities from the public social cloud, and conducting new competitive analyses on the public social cloud.

Research & Tools

Name Actions

1. Make the case for building IT capabilities

Identify the symptoms of inadequate IT support of digital marketing to diagnose the problems in your organization.

Name Actions
Build IT Capabilities to Enable Digital Marketing Success Storyboard
Build IT Capabilities to Enable Digital Marketing Success Storyboard

2. Identify digital marketing opportunities to understand the need for action in your organization

Identify the untapped digital marketing value in your organization to understand where your organization needs to improve.

Name Actions
Digital Marketing Capability Builder Tool

3. Mobilize for action: get stakeholder buy-in

Develop a plan for communicating with stakeholders to ensure buy-in to the digital marketing capability building project.

Name Actions
Digital Marketing Communication Deck

4. Identify the product/segment-specific digital marketing landscape to identify required IT capabilities

Assess how well each digital channel reaches target segments. Identify the capabilities that must be built to enable digital channels.

Name Actions

5. Create a roadmap for building capabilities to enable digital marketing

Assess the people, processes, and technologies required to build required capabilities and determine the best fit with your organization.

Name Actions