1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6BCBD4D6BBB083F4C85257AB10058DFF5
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/digital-marketing-structure-staffing-and-investment-levels?opendocument
18
19opendocument
203.88.220.93
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25DB




Products & Services Marketing Management Digital Marketing

Mastering Digital Marketing: Structure, Staffing, and Investment Levels

ID: 5228


Features:

10 Info Graphics

15 Data Graphics

175+ Metrics

3 Narratives

2 Best Practices


Pages/Slides: 35


Published: Pre-2014


Delivery Format: Online PDF Document


 

License Options:
close

Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




Buy Now

 


  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "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

SAMPLE KEY METRICS
  • 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
SAMPLE KEY FINDING
  • 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.
METHODOLOGY

Best Practices, LLC engaged 44 Digital Marketing and other commercial executives and managers at 40 leading global companies. The benchmark class in this study together represents 8 global economic sectors overall, including a rich healthcare segment composed of 23 medical device, pharmaceutical and biotech firms.

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Consumer Products; Medical Device; Consulting; Computer Hardware; Computers; Transportation; Service; Financial Services; Biotech; Chemical; Insurance; Biopharmaceutical; Clinical Research; Laboratories; Science; Automobile


Companies Profiled:
Abbott; Acer India; Astellas Pharma; Banco Santander PR; Bayer Healthcare; CareFusion; Celgene Corp; Coca-Cola; Covidien; CSC; Dell; EMIRATES; First Commonwealth Bank; GE Asset Management; GE Healthcare; Genentech; Gilead Sciences; GlaxoSmithKline; Highmark; Indegene Lifesystems; Kaiser Permanente; LEO Pharma; Lupin Ltd; Merial; Mettler-Toledo AG; MMSI; Novartis; Pfizer; PT. Bank Mandiri (Persero) Tbk; Roche Diagnostic; Sanofi; Siemens Healthcare Diagnostics; Siemens Hearing Instruments; State Farm; Teradata Corporation; Testo Inc; Teva Pharmaceuticals; Thermo Fisher Scientific; UCB Pharma GmbH; UGA; Volkswagen of America


If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.