Internet marketing strategy | A better internet marketing structure
One of the first questions at the time of considering the development of a strategy of electronic marketing is who has it to define, to lead and to coordinate. It has it to make the area, the agency of publicity or a graphical designer technical. It has it to make the Director of Marketing or the Chief of a main directorate? We must create a Direction of e-business or contract an external Consultant who leads the project.
The answer will depend the company as large as, of its present organization and, mainly, of the reach that is wanted to give to him the electronic channel. In anyone of the cases, anyway, the strong implication of the management of the company is essential, since, generally, the implantation of a strategy of this type requires of certain cultural changes, that is to say, to make the things of way different from since they became until now and one complete direction from the client. If objectives of strategy in channel electronic are basically trims in marketing, like good promotion of company, management of relations with clients or his fidelización, sense has that the leadership corresponds to the Director of Marketing or to Chief of a main directorate that makes its functions, that will lean in other internal areas of the company and, if it is placed diagonally, in external consultants. Perhaps if the project affects all the areas of the company (for example if Integra also electronic sale, logistic production and), the best solution will be to create a direction of e-business that leads the project cross-sectionally.