The Importance of Considering the Needs of Multiple Departments

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MKT 410 - Digital Analytics

The whole purpose of the hub-and-spoke method in marketing is to “help break down silos by organizing current tools, processes, and people around useful information derived from data” (Jackson, 2015). This not only improved business processes, but also encourages more internal collaboration. Digital analytic professionals and digital marketers are the key roles in the hub-and-spoke method along with the help of other people and departments within a business—they cannot do it alone. As sales and marketing teams were originally separate departments, a collaborative team including both departments shows more success with constant communication. Marketing supports Sales and vice versa.

The importance of considering the needs of multiple departments in the development of digital marketing campaigns adds value to all businesses when you share data results internally with your teams. For example, collecting data and sharing them with your team will allow the CEO, team leaders, management, and staff to know how many people visited their website, how long they are engaging online, and how many are converted to sales or customers. Calculating the success of a marketing campaign is much easier to do now with the vast array of marketing, automation, and social media tools that are readily available to us. Without sharing results with the team, staff are left in the dark and don’t know if and how things are working. Some questions to discuss are: How many customers called the office within a month, quarter, a year? How many of those leads turned into paying customers? How many website visitors are repeat website visitors month after month? How did a customer hear about your company? (Was it word of mouth, through a social media ad, video, blog post, or a referral from someone else?) All these questions can be measured through online tools and digital analytics that are very important and beneficial to all businesses.

Also, work can become more organized and strategized by sectioning off different roles and duties such as content creators, data management processes and tools, marketing and strategies, research and development, project planning, and even IT and technology such as CRM tools and content management systems. In areas where things are working very well, businesses can continue to push those limits, and the areas where it’s not doing so well, businesses can spend more time improving and changing different aspects of their online and offline presence.

References

Jackson, S. (2015). Cult of Analytics (2nd ed.). Taylor & Francis. https://mbsdirect.vitalsource.com/books/9781317561880