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Chapter 10  Change management

Figure 10.2

Digital marketing activities that require management as  sell-  side e-commerce

Source: E-consultancy (2005).

Search engine optimisation

Acquisition

Pay per click search

Partnerships / affiliates

Online ads / sponsorship

Email marketing

Online PR

Offline campaigns

Proposition development

Conversion /

Proposition Development

Content creation

Content management

Merchandising

Site usability and accessibility

Design and development

Customer service

Proposition development

Retention

and growth

Outbound communications

Email marketing

Customer management

Touch strategy definition

Loyalty programmes

Personalisation

Performance improvement including management information, web analytics and customer analysis

Supporting processes

Design guidlines and operating procedures including social media governance

Technical infrastructure including service level management

Operating pr

ocesses

Creating the vision

Assesing technological innovation

Strategy and Planning

Market analysis

and competitor benchmarking

Financial analysis and

modelling

Defining the multichannel customer

experience. Managing customer information

Annual planning and

budgeting

IT Project and campaign planning and

management

Interfacing with

senior management