Mastering Digital Marketing: Structure, Staffing, and Investment Levels

STUDY OVERVIEW

Digital Marketing technologies are transforming the commercial marketplace -- challenging companies to develop new marketing skills that employ a broad range of new tools and techniques. When managed well, Digital Marketing technologies can be tremendously effective. When managed poorly, they can damage customer goodwill and create unnecessary expense.

Best Practices, LLC conducted this research to explore key trends, success factors, and lessons learned for structuring Digital Marketing groups. The study also distills winning strategies for Digital Marketing staffing and budget allocation to help executives manage their service costs and better serve their business units and their products.

The study includes three segments: an Elite Performing Segment, a Healthcare Segment, and a Non-Healthcare segment.

KEY TOPICS

• Using a Specialized Center of Excellence for Digital Marketing
• Current Digital Marketing Staffing Levels
• Current Digital Marketing Investment Levels & Trends
• Structuring for Different Market Regions & Product Lifecycle Stages

• Budget allocated per marketing FTE
• Percentage of total Digital Marketing FTEs insourced, offshored, and outsourced
• Activity distribution for Digital Marketing FTEs
• Presence of a specialized Digital Marketing Center of Excellence
• Percentage of company's overall revenue spent on marketing in the last 12-month fiscal year
• Percentage of marketing budget allocated towards Digital Marketing in the last 12-month fiscal year
• Percentage of overall Digital Marketing budget devoted to different activities
• Change in Digital Marketing budget over the past 24 months
• Expected change in Digital Marketing budget over the next 24 months
• Digital Marketing structure used for different regions and markets
• Digital Marketing services and strategies employed in different major market regions

• Use of a CoE Linked to High DM Performance: Many companies use a Center of Excellence, with 39% having a specially designated CoE for DM. Elite performing companies are not only more likely to have a DM CoE, they are also likely to use the CoE to deploy marketers into business units.
• Non-Healthcare Companies Invest More FTEs in DM: On average, healthcare companies employ 1 Digital Marketing FTE for every 11 Marketing FTEs. By contrast, non-healthcare companies have 1 Digital Marketing FTE for every 8 Marketing FTEs. This difference provides a greater ability for non-healthcare organizations to invest in the wide array of digital marketing activities.
  

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