Now that the companies are beginning to realize the importance of digital channels the next hurdle is to maintain it. Marketing is not an easy activity anymore, with so many channels it’s challenging to have the right and impactful content, consistent branding and quick customer engagement. Having a digital marketing factory model is the ONLY answer for a worry free digital environment of your organization.
So what is a factory ? A place where your only input is the raw material (content, branding guidelines, campaign brief) and the factory leverages the agility and machinery (marketing SMEs, technology, analysts, image providers etc.) and gives you a product which meets the needs and expectations. You don’t want to manage all this by yourself as a CMO, do you ?
- Hiring resources of multiple skill sets – content writers, social media strategists, CMS experts, 3rd party management, digital analysts, campaign managers etc etc
- Manage multiple parties – Image providers, agencies, campaign executors, quality analysts
- Regular Monitoring – Campaign dashboards, KPI monitoring, Industry benchmarking, digital recommendations
- Complex IT Landscape
Where is the time to strategize ? You’ll end up entangling yourself into operational dynamics and sooner or later will feel the need to get out of the operational mode.
Back to basics, develop a one-time factory model and identify the right vendor to manage all the activities. Given the dynamics of the digital environment where there are multiple parties involved, you would need a single partner who can take the ownership and manage all operational activities including managing SLAs with multiple other parties. Again, keeping it simple, provide the raw material and let the vendor run it through the complicated machinery.
A DM factory model can have multiple benefits and can also bring in several complications along with it. You would need to decide that as a organization which benefits are on top priority given the current state of affairs.
Typical services which the factory would bring in to ensure that your marketing pipeline is filled with quality leads :
- Campaign Planning, Execution and Measurement
- Content Marketing and Prioritization
- Customer Loyalty Management
- Optimizing Marketing Automation
- Defining the right Social Media Strategy and Execution
- Multichannel Marketing Analytics
And these are end to end services for ex. Content Marketing would mean managing the entire lifecycle of content – Create, Audit, Translate, Publish, Measure and Archive.
The implementation of this factory is also based on readiness of the current operations and identification of quick wins, short and long term benefits. Typical phases to have a streamlined approach for laying down the operations are :
Phase 1 (Outsource, Execute and Manage) : This phase is focused on taking over of current operations with no affect on business as usual. As a result of the due diligence exercise we implement processes with some quick wins and create a Service catalogue and Service Delivery model. Third party management and Quality monitoring is also initiated in this phase. Our service catalogue at this stage is a mix of fixed and variable pricing.
Phase 2 (Manage, Control and Streamline) : While maintaining the operations, the factory team identifies opportunities to improve and create a plan for implementation. This plan is discussed with the management and processes with priority are proposed to be implemented. This phase will also provide forecasting of volumes to have better management of third party activities
Phase 3 (Optimize and Innovate) : With regular monitoring of processes and KPIs in Phase 2, process optimization will be initiated with cost-benefit analysis. All the phases will include regular conversions from T&M to fixed priced services. At the end of this phase, maximum number of services will be converted to fixed pricing providing better visibility on budget estimation and effort forecasting.
Other than the activities mentioned above, the factory vendor should also manage and maintain the technical environment as a Systems Integrator. Overall it is the management of your complete Marketing Ecosystem and helps you invest more time on strategizing based on the outputs of the factory. Don’t try to do it all by yourself, you’ll end up shifting your focus away from the core competency.