The eMarketing Roadmap for Managers

The safest way to start eMarketing is to establish a clear vision of what a successful process will look like and what it will achieve when it is mature. Working backwards, we can then identify the steps that must be taken to make this vision a reality.

Ansaco has developed a Roadmap to guide Business Managers through this process. The focus is on getting the business processes right, so that operations run smoothly. It's based on our experience of setting up eMarketing operations at national and international level in major corporations.

The goal is to set up a new communications medium that allows targeted communication of relevant messages to selected audience groups. These messages should generate a positive response which is measurable. For many organisations this means identifying active buying interest and passing this information onto the sales team to generate additional revenue.

The Ansaco eMarketing Roadmap

To achieve this goal, both the business objectives for eMarketing and the processes for achieving them need to be defined. In addition, staff need to be trained in new business processes as well as the use of new systems.

Before training can begin, the eMarketing system must be in place. Implementation of an eMarketing strategy comprises four parallel activities:
•  A strategic eMarketing plan which defines which campaigns will be undertaken, when and how success will be measured
•  Implementation of a company-wide eMail list that allows for selection of target groups
•  The definition of the criteria for choosing the eMarketing system, its actual selection and installation
•  Agreement between the various departments on the process for executing campaigns - who will do what, when and how.

Even if the eMarketing system is being implemented and run by the Marketing department for Marketing purposes, other teams will be involved. The quickest and safest way to begin these activities is for staff from all involved departments to discuss and agree on the purpose and scope of eMarketing for the company.

The list typically includes departments such as:
•  Sales (since they will ultimately decide whether the results of the eMarketing activities generate any revenue for the company)
•  Marketing teams in Subsidiaries (this is particularly important for international organisations)
•  IT (because data from the eMarketing system should also be able to flow from and to other internal information systems)
•  The Legal department (because that is where the Data Privacy officer is usually based)
•  Product marketing (because they will usually influence the scope, priority and form of eMarketing campaigns)
•  HR (because staff accepting a new role will want to ensure that their successes are acknowledged in performance reviews).

There’s no doubt that eMarketing can make a major contribution to revenue performance. Now consider for a moment the scope of a project to implement eMarketing. There will be many departments involved. In fact, eMarketing is a company-wide activity that offers direct communication with customers and the opportunity to increase revenues. Business processes need to be discussed, defined and agreed. Differences of opinion are inevitable. If they are serious, they will hinder the project and delay the flow of additional revenues.

If your company has little or no experience in eMarketing today, the first serious step is to identify your two key players: a board member or senior manager who will sponsor the project; and a senior and experienced eMarketing consultant to support you with practical advice and to manage the project.

To find out more about the Ansaco Roadmap for eMarketing, please email: eMarketer@ansaco.de or phone us on: +49 6221 6568 475.