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Why governance should be part of every digital marketing strategy

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Every digital marketer should add a governance layer to their digital strategy. Only an integrated approach that ties organizational change to your digital strategy, will help you move forward.

Published in: Marketing

Why governance should be part of every digital marketing strategy

  1. 1. GOVERNANCE FOR DIGITAL MARKETERS
  2. 2. MR MOMENT EXPLAINS WHY GOVERNANCE SHOULD BE PART OF EVERY DIGITAL MARKETING STRATEGY
  3. 3. 60% - 70% OF MARKETERS STRUGGLE WITH DIGITAL * http://digital.delawareconsulting.com/discover/whitepaper-webinar/digital-maturity-2015 IN BELGIUM
  4. 4. WHY? BECAUSE DOING DIGITAL IS HARD
  5. 5. YOU NEED A LOT OF EXTERNAL STAKEHOLDERS & TOOLS
  6. 6. YOU NEED TO MAKE NEW FRIENDS IN YOUR COMPANY SALES IT DEPARTMENT CONTENT EDITORIAL BOARD PRODUCT MARKETEERS SUPPORT LEGAL
  7. 7. YOU NEED A NEW WAY OF WORKING Agile development Performance based marketing Content editorial boards Automated marketing Predictive Analytics Single source of truth …
  8. 8. THE SOLUTION? ADD A GOVERNANCE LAYER TO YOUR DIGITAL STRATEGY
  9. 9. GOVERNANCE (NOUN) ALIGN PEOPLE, POLICIES & ORGANIZATIONAL STANDARDS WITH YOUR DIGITAL STRATEGY
  10. 10. 3 ELEMENTS OF GOVERNANCE BASED ON THE GREAT WORK OF LISA WELCHMAN People Policies Standards What expertise do you need to get to the next steps of your roadmap? What role will your agencies play? How will you activate your internal stakeholders? What new policies do you need to evolve? What existing policies should be updated? Who will be the “policy police”? How can you cooperate across departments? How will you measure performance of your roadmap? How fast would you like to grow?
  11. 11. SO WHERE DO YOU START? GOVERNANCE IN 3 STEPS
  12. 12. ASSESS YOUR CURRENT DIGITAL MATURITY DO YOU HAVE FULL MANAGEMENT BUY-IN ON YOUR DIGITAL STRATEGY? HOW CAPABLE IS YOUR TEAM? WHICH POLICIES EXIST TODAY? …
  13. 13. EXAMPLE MATURITY FRAMEWORK Management adoption Resources ObjectivesData focus Scope 1 2 3 4 5
  14. 14. USE YOUR DIGITAL MATURITY TO MAKE REALISTIC CHOICES MAKE REALISTIC CHOICES BASED ON HOW DIGITAL WILL HELP YOUR BUSINESS, YOUR CUSTOMER, BUT ALSO YOUR ORGANIZATION
  15. 15. ALL TACTICS USER VALUE BUSINESS VALUE FEASIBILITY STRATEGY + ROADMAP Assesstacticsonthese criteria STRATEGY FRAMEWORK Take your digital maturity into account here
  16. 16. ADD GOVERNANCE TO YOUR ROADMAP DEFINE NEXT STEPS FOR TEAM, POLICIES AND WORKING STANDARDS TO MAKE YOUR DIGITAL STRATEGY ACTIONABLE AND READY FOR EXECUTION
  17. 17. DIGITAL GROWTH MAP
  18. 18. EXAMPLE BEFORE AFTER The next step in my roadmap is kicking off website personalization. The next step in my roadmap is kicking off website personalization. This means I need to consult with legal to update my privacy policies. I will also need extra training for my team, so they know how to configure the website. I need to set up a process to sync weekly with the product marketers.
  19. 19. ADDING GOVERNANCE MEANS YOU WILL GAIN  SPEED  EFFECTIVENESS  CREDIBILITY
  20. 20. WANT TO KNOW MORE?
  21. 21. JOIN OUR #DLWEBINAR ON DIGITAL MARKETING GOVERNANCE April 20th 2017 15:30 CET 30 minutes Hands-on & tangible
  22. 22. REGISTER HERE
  23. 23. Laurence Vandelanotte Lead Digital Strategist Felix De Clercq Digital Strategist

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