Exploring alternative structures for better integrating digital marketing activity into your business

Do We Need a Digital Department At All? When I began working on the Smart Insights Digital Transformation guide, I believed that the days of the digital department were numbered. After all, if digital integration was a true goal of a business, shouldn’t this department simply be merged into marketing and other ‘non-digital’ departments? I felt that we’d only created digital departments as a bolt on reaction to the changing landscape, and that over time different skills would simply be ‘absorbed’ into the rest of the business. While this sentiment may run true amongst some readers, I soon found that this ideal has seldom been reached, and may never occur in many verticals. After all, it often seems that there will always be requirements for specific skills that need to sit within a specialist team. Rather than saying whether we ‘should’ or ‘should not’ have a digital department, there are varying ‘phases’ of digital integration. Structuring Digital Marketing Ac
http://www.smartinsights.com/managing-digital-marketing/resourcing-digital-marketing/structures-digital-marketing/

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