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Advice on setting up an online division

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Subject:  Advice on setting up an online division Dave Chaffey
Author:   DaveChaffey:   view profile | all posts by this author | add to favourites
Date:   13:27:26 9 June 2008
 
The main roles you have defined seem a good fit - as part of the update to the E-consultancy  Managing an E-commerce team report, I have interviewed managers across a range of organisations to determine the types of digital roles used - and common practice fits your prooposal well.

A good range of practical suggestions in the other posts. I would agree that  some  activities (search, affiliates) are best outsourced since it  will be difficult to attract the level of expertise you need. Many of the managers I interviewed suggested this. I would have a single SEM role and then outsource specific SEO & PPC activities to an agency.

For affiliate marketing, i would make that a broader partnerships/online PR role and they would be involved in full scope of engaging customers in conversations offsite, e.g. social networking, reputation management.

I do think you need an internal analytics experts(s) rather than outsourcing that though, since the insights they can generate and their reports on evaluation of existing activities (diagnostics of existing processes are a big part of our new report) will be crucial to deliver better results to your internal customers.

Having sufficiently experienced a/c managers who can advise brands on digital strategy (rather than just the individual media channels) will also be important.

HTH, Dave Chaffey
www.davechaffey.com
 
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