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M05_CHAF9601_04_SE_C05.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 11:12 Page 312

312 Part 2 Strategy and applications

Table 5.11 Continued

Level Strategy process Structure: Senior Marketing Online marketing
and performance Location of management integration focus
improvement e-commerce buy-in
4 Decentralized Refined Decentralized Driving Partnership Retention focus
operations performance
Close cooperation Digital marketing Involved in review Marketing and Initiatives on analysis
between skills more at least monthly e-commerce work of customer
e-commerce and developed in closely together purchase and
marketing. Targets business with through year. Digital response behaviour
and performance integration of media spend starts and implementation
reviewed monthly. e-commerce into to reflect importance of well-defined touch
Towards unified planning and of online channels strategies with
reporting. Project execution at to business and emphasis on e-mail
debriefs business or country consumers marketing. Loyalty
level. E-retailers drivers well known
commonly adopt and managed
direct-channel
organization of
which e-commerce
is one channel.
Online channel
profit and loss
accountability
sometimes
controlled by
businesses or
brands, but with
central budget for
continuous
e-communications
spend (search,
affiliates,
e-communications)
5 Integrated and Multi-channel Integrated Integral Complete Optimization focus
optimized process
The interactions Majority of digital Less frequent Marketing has full Initiatives to improve
and financial skills within in-depth complement of acquisition,

contribution of business and involvement digital marketing conversion and
different channels e-commerce team required. Annual skills, but calls on retention according
are well understood commonly planning and specialist resource to developments in
and resourced and positioned within six-monthly or from agencies or access platform and
improved marketing or direct quarterly review central e-commerce customer experience
accordingly sales operation. resource as required. technologies. May
‘Front-end’ systems Online potential not use temporary
development skills constrained by multi-disciplinary
typically retained in traditional team to drive
e-commerce team budgeting performance
processes

Within a business there are many issues for changing internal capabilities; these options are
considered in more depth in Chapter 10, ‘Change management’.