Digital marketing – in-house or outsourced – is complex and can be very challenging to execute effectively, but does this mean that having the best marketing team can be daunting as well?
Let’s find out!
There are several factors that can make it difficult to execute digital marketing campaigns, including the complexity of the digital marketing landscape, the difficulty of measuring the effectiveness of campaigns, and the need to constantly adapt to new technologies and changing consumer behavior.
When it comes to in-house digital marketing, one of the main challenges is having the right team and resources to effectively execute campaigns.
For one, having a clear structure for your digital marketing team with defined roles and responsibilities is crucial for the effective implementation of digital marketing strategies.
Another crucial element is having key personnel in a team such as digital marketing managers, chief digital officers, or other digital specialists with the appropriate level of experience are critical in driving the right strategy and ensuring the successful execution of your campaigns.
On the other hand, when it comes to outsourcing digital marketing, challenges can include finding the right agency or searching where to hire a marketing person or consultant with the right level of expertise and experience, as well as effectively communicating and coordinating with an external team.
Additionally, it can be hard to effectively measure and evaluate the performance of the outsourced agency and ensuring that the campaigns align with your business objectives and strategies.
While digital marketing can be challenging, with the right team, resources, and strategy, it is not impossible.
However, it is crucial to be aware of the challenges and have realistic expectations of the time, effort, and resources required to execute digital marketing campaigns more effectively and efficiently.
Does digital marketing matter?
It does and whether you like it or not, digital marketing can make or break your brand.
Here are two case studies that might help you weigh your options.
Case study No. 1 – J.Crew
One example of a business that struggled due to poor digital marketing campaigns is the fashion retailer J.Crew.
In 2017, the company reported declining sales and struggled to adapt to changing consumer tastes and shopping habits.
A significant issue for J.Crew was its digital marketing strategy, which failed to keep up with the shift toward e-commerce and mobile shopping.
The company’s website was difficult to navigate on mobile devices and did not offer features like free returns or the ability to purchase items on social media, which are now common among online retailers.
Additionally, J.Crew’s email marketing and social media campaigns failed to resonate with consumers and drive online sales.
As a result of these issues, J.Crew’s sales continued to decline, and the company was forced to close stores and lay off staff.
In 2019, J.Crew filed for Chapter 11 bankruptcy.
The company has since been able to restructure and emerge out of bankruptcy but still facing challenges with competition in the e-commerce market.
“J.Crew’s Digital Marketing Struggles: What Went Wrong?” Forbes,https://www.forbes.com/sites/forbesbusinesscouncil/2019/05/08/j-crews-digital-marketing-struggles-what-went-wrong/?sh=2d95f2f858a7
“J. Crew files for bankruptcy” CNN,https://www.cnn.com/2019/05/15/business/j-crew-bankruptcy/index.html
Case Study No. 2 – Uber
If there’s one digital marketing success story that’s worth mentioning, then it just has to be Uber.
The ride-hailing company succeeded due to a well-crafted digital marketing campaign.
When Uber launched in 2010, the company faced significant challenges in gaining market share and building awareness of its brand.
However, the company was able to overcome these challenges through a series of targeted and effective digital marketing campaigns.
One key element of Uber’s digital marketing strategy was the use of referral marketing, in which existing customers were incentivized to refer their friends and family to the service.
This helped to quickly grow the company’s user base. Additionally, Uber’s email and push notifications campaigns helped to keep riders engaged and informed about new services, promotions, and pricing changes.
Another key element of Uber’s digital marketing strategy was its use of data and analytics to better understand its customers and target its marketing efforts.
The company used data about riders’ locations, travel patterns, and other factors to send personalized and relevant offers, which helped to increase engagement and drive bookings.
As a result of these efforts, Uber was able to rapidly expand its market share, building a strong brand and becoming one of the most valuable startups in the world.
The company’s success in digital marketing has been held as an industry standard and other companies in the industry try to replicate their success.
“Uber’s Growth Story: The Power of Referral Marketing” ReferralCandy, https://www.referralcandy.com/blog/ubers-growth-story-referral-marketing/
“Uber’s referral program: how the company used it to achieve astronomical growth” Venture Beat, https://venturebeat.com/2016/08/20/ubers-referral-program-how-the-company-used-it-to-achieve-astronomical-growth/
“Uber’s marketing strategy: How it used data and technology to dominate the ride-sharing market” Business Insider, https://www.businessinsider.in/business/news/ubers-marketing-strategy-how-it-used-data-and-technology-to-dominate-the-ride-sharing-market/articleshow/76302022.cms
Having the best marketing team is critical
Without a doubt!
There have been several studies and research that highlighted the importance of having key personnel roles in a digital marketing team in order to effectively execute and execute a successful digital marketing strategy.
One study published in the Journal of Direct, Data and Digital Marketing Practice found that having a clear structure for digital marketing teams, with defined roles and responsibilities, is crucial for the effective implementation of digital marketing strategies.
The study also found that having a dedicated digital marketing manager is associated with better overall digital marketing performance.
Another study published in the Journal of Marketing Management found that having a chief digital officer (CDO) or similar digital leader in the organization is associated with better digital marketing performance and outcomes.
The study suggested that having a dedicated digital leader with a strong strategic focus is essential for organizations that want to effectively leverage digital technologies and capabilities to drive growth and competitive advantage.
Yet another one, a study by Gartner highlighted that there is a huge gap between the importance of digital marketing and the role of leadership, which is leading to inadequate support, budget and guidance.
Their research concluded that having a senior leader with a clear digital vision and plan, who can coordinate and align digital marketing efforts across the organization is crucial for achieving digital marketing success.
These studies, along with others, demonstrate the importance of having key personnel roles such as digital marketing managers, chief digital officers and other digital leaders in order to effectively execute and measure the success of a digital marketing strategy.
“The structure of digital marketing teams: an exploratory study” Journal of Direct, Data and Digital Marketing Practice, https://www.emerald.com/insight/content/doi/10.1108/JDDDMP-02-2013-0004/full/html
“The role of digital leadership in digital marketing” Journal of Marketing Management, https://www.tandfonline.com/doi/abs/10.1080/0267257X.2018.1435508
“A call to action for digital marketing leadership” Gartner, https://www.gartner.com/en/marketing/insights/articles/a-call-to-action-for-digital-marketing-leadership
So, will any digital marketer near me make it?
Whoa, hold your horses.
It’s important for you to understand that not every digital marketing agency or someone claiming to be a “rockstar” marketer can be worth their weight in gold without proof to support it.
While it is possible for one person to execute a digital marketing campaign, it can be challenging and may not be as effective as a campaign executed by a team.
Digital marketing encompasses a wide range of tactics and channels, which makes it difficult for one person to have the expertise and resources to effectively execute all of them.
For example, a single person would have a hard time being an expert in all aspects of digital marketing, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, content marketing, and web design and development.
A single person may not have the time, knowledge or expertise to effectively execute all of these tactics and channels in a way that drives results and optimizes performance.
Additionally, a single person may not have the capacity to handle all the tasks involved in creating and executing a digital marketing campaign, such as creating content, designing graphics, and analyzing data.
This can lead to suboptimal performance and lower return on investment.
That being said, it’s not impossible for one person to handle digital marketing campaigns, but it will require the person to have a broad range of skills and knowledge or to outsource some of the work.
It is important to be aware of the limitations and to have a realistic expectation of the time, effort and resources that will be required to execute a campaign effectively with a single person.
It is also important to keep in mind that, regardless of how many people are working on it, a successful digital marketing campaign requires a clear strategy, well-defined objectives, and consistent effort.
What do I need to have the best marketing team then?
First, let’s understand the different categories of digital marketing and who should comprise the team. Take note, though, that several roles may overlap two or more categories, depending on their skillsets.
Search engine optimization (SEO) – This involves optimizing a website’s content and structure to improve its ranking in search engine results pages.
Key personnel would include SEO specialists, content strategists, and content writers.
Pay-per-click advertising (PPC) – This involves placing ads on search engines or other websites and paying each time a user clicks on the ad.
Team members may include PPC specialists, data analysts, and copywriters.
Social media marketing – This involves using social media platforms to promote a brand, product, or service.
This would include social media managers, social media marketers, content strategists, and content writers.
Email marketing – This involves sending marketing messages or email newsletters to a list of subscribers via email.
The team would comprise email marketers and copywriters.
Content marketing – This involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
This team includes content strategists, content writers, editors, and designers.
Influencer marketing – This involves partnering with influencers on social media or other platforms to promote a brand, product, or service.
The team should have an influencer outreach specialist, content writer, and content strategist
Affiliate marketing – This involves promoting products or services on behalf of a company and earning a commission for each sale made through your referral.
This would have a team composed of affiliate managers and copywriters.
Video marketing – This involves using video to promote a brand, product, or service.
The team needs to have video producers, editors, and designers.
Mobile marketing – This involves using mobile devices and apps to promote a brand, product, or service.
The team would comprise mobile marketing specialists, content strategists, content writers and designers.
Marketing automation – This involves using software to automate marketing tasks, such as email campaigns and social media posts.
The team needs marketing automation specialists, content strategists, editors, and copywriters.
The roles and responsibilities of digital marketing team members
As mentioned before, the roles may overlap, and one team member may be responsible for multiple tasks.
Also, the size, team composition and structure of a digital marketing team will depend on the needs and resources of a business or company.
We list down some of the most prominent roles in a digital marketing team and the part they play in the digital marketing team.
They are responsible for improving the ranking of a website in search engine results pages. They do this by conducting keyword research, analyzing website traffic and rankings, and implementing on-page and off-page optimization strategies.
They plan, develop, and manage content for a brand. They work with content writers and designers to create a content calendar and ensure that the content aligns with the brand’s messaging and goals.
They create written content for websites, social media, email campaigns, and other marketing materials. They may specialize in a particular type of content, such as blog posts, product descriptions, or marketing copy.
They manage pay-per-click advertising campaigns for a brand. They conduct keyword research, create ad copy, set bid prices, and analyze the effectiveness of campaigns.
They create written content for marketing materials, such as ads, email campaigns, and website pages. They aim to persuade the reader to take a specific action, such as making a purchase or signing up for a newsletter.
Social media managers
They create and manage social media campaigns for a brand. They write and schedule posts, engage with followers, and measure the success of campaigns.
They develop and send email campaigns to promote a brand, product, or service. They segment email lists, write copy, design templates, and analyze the effectiveness of campaigns.
They create the look and layout of a website. They work with clients to understand their needs and design a website that is visually appealing and easy to navigate.
UX (User Experience) /UI (User Interface) designers focus on the user experience and user interface of a website or app. They create wireframes, prototypes, and high-fidelity mockups to ensure that the final product is intuitive and easy to use.
Influencer outreach specialists
They identify and reach out to influencers in order to promote a brand, product, or service. They may negotiate partnerships and create content for influencer campaigns.
They recruit and manage affiliates who promote a brand’s products or services. They may provide affiliates with marketing materials, track the success of campaigns, and pay commissions.
They plan, shoot, and edit videos for a brand. They may work with a team of videographers, editors, and designers to create promotional, educational, or entertainment videos.
They create visual elements for videos, such as logos, lower thirds, and motion graphics. They may also design the overall look and feel of a video.
Video editors assemble and refine video footage, adding transitions, effects, and audio. They may also create rough cuts, fine cuts, and final cuts of videos.
Mobile marketing specialists
They create and implement marketing campaigns that are targeted at mobile users. They may work with mobile apps, SMS, and other mobile channels to reach and engage customers.
Marketing automation specialists
They use software to automate marketing tasks, such as email campaigns and social media posts. They may also analyze the effectiveness of automation campaigns and suggest improvements.
How do I determine what would be the best digital marketing team for my business?
There are several ways that a brand or company can determine their digital marketing needs and develop a plan for addressing them:
Conduct a digital marketing audit
This involves evaluating the current state of the company’s digital marketing efforts, including website design, search engine optimization, social media presence, and other digital marketing channels.
The audit should also identify areas where the company is falling short and opportunities for improvement.
Analyze the competition
Look at what other companies in the same industry are doing in terms of digital marketing, and identify areas where they are excelling and areas where they are falling short.
This will help to identify opportunities for the company to differentiate itself and stand out in the market.
Understand your target audience
Conduct market research to understand better the demographics, behavior, and pain points of your target audience.
This will help to identify the most effective channels and strategies for reaching and engaging with them.
Define clear objectives and KPIs
Define clear and measurable objectives for the company’s digital marketing efforts, and establish key performance indicators (KPIs) to track progress towards these objectives.
This will help to ensure that the company is focusing on the right initiatives and measuring progress in the right way.
Develop a comprehensive digital marketing plan
Based on the findings of the audit, competitive analysis, audience research, and objective setting, develop a comprehensive digital marketing plan that outlines the specific tactics and strategies the company will use to achieve its goals.
The plan should also include timelines, budgets and resource allocation.
Continuously monitor and optimize
Continuously monitor the performance of the digital marketing campaigns and optimize them based on the data collected and insights gathered.
This includes testing different messaging, targeting, and creative elements to find the most effective combination.
Having a digital marketing team is crucial to the success of a brand or business and to develop the best marketing team for your needs will give you a lot of advantage over your competition.
Helps you reach a larger audience
It allows businesses to reach a larger audience than traditional marketing methods.
Platforms like social media and search engines have a global reach and can help businesses connect with customers all over the world.
It is cost-effective
Compared to traditional marketing methods, digital marketing can be more cost-effective.
Many digital marketing tactics, such as social media marketing and content marketing, can be done at a relatively low cost.
It allows businesses to target specific demographics and customer segments, which can help to improve the effectiveness of marketing campaigns.
For example, using cookies and retargeting, businesses can target their ads to people who have visited their website or shown interest in their products or services.
Achieve measurable results
Digital marketing itself provides measurable results by allowing businesses to track and measure the performance of their campaigns.
By using tools like Google Analytics, businesses can track website traffic, conversions, and other key metrics.
Build brand awareness and reputation
Digital marketing can help businesses to build brand awareness and reputation.
Platforms like social media and review sites can help businesses to connect with customers and build trust, which can in turn lead to increased sales and customer loyalty.
With the majority of people using the internet and engaging with digital media, businesses that don’t engage in digital marketing risk falling behind their competitors.
Businesses can remain competitive and reach customers in ways that traditional marketing methods cannot.
Having the best digital marketing team is an essential element for businesses of all sizes and industries and by taking heed of the information provided, a brand or company can develop a clear understanding of their digital marketing needs and develop a plan for addressing them.
It’s important to remember that digital marketing is an ongoing process, and that it’s important to continuously monitor and adjust the strategy as needed to stay current and effective.
Is your brand or business ready?
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