Digital Marketing Excellence: Mitigating Regulatory Risk & Optimizing Group Structure

STUDY OVERVIEW
Digital Marketing technologies are transforming the commercial marketplace. This is changing the communication landscape and forcing companies to develop new marketing skills that employ a broad range of new tools and techniques. This Best Practices, LLC benchmark study is designed to help companies identify and manage the regulatory risks that surround a wide variety of Digital Marketing (DM) platforms and activities. This research also delivers insights on how peer companies structure their DM groups in order to protect against regulatory issues while still pushing front-line innovation.

Research findings provide metrics that can serve as a reference point for marketing leaders seeking to create better alignment between the DM function and the rest of the organization, particularly with respect to key regulatory stakeholders.

KEY TOPICS

• Identifying & Mitigating Top Regulatory Risks
• Impact of Regulatory Concerns over DM Investments
• Regulatory Risks in Using Social Media & Other Channels
• Optimizing the Digital Marketing Function Structure for High Performance
• Trends in DM Organizational Structures
• Reporting Structure for Digital Marketing Function

• Digital Marketing topics of greatest importance to your organization
• How much as concern over regulatory issues impacted Digital Marketing investment at your company
• How have you modified your behavior because of the regulatory environment
• Rate the level of perceived regulatory risk for various forms of social media
• What are your Best Practices for successfully using social media while avoiding regulatory risk
• What Digital Marketing structure does your organization use in each of the following regions and markets
• How has your Digital Marketing structure changed in the last 24 months
• Which approaches best describe the organizational structure of Digital Marketing at your organization
• Does your organization have a Digital Marketing center of excellence
• What are your lessons learned for structuring the Digital Marketing function

• Perceived Risks Are Highest on External Channels:  Though all Digital activities entail some degree of risk, the majority of companies assigned “high-risk status” only to the use of popular external social platforms like Twitter (66%), Facebook (65%), and Google Plus (52%).  Other familiar channels such as YouTube, Pinterest, and LinkedIn were rated as being as being highly or somewhat risky by at least half of respondents. 
• Multi-Layered DM Structures Work Best for Providing Coverage to Whole Organization:  Forty percent of benchmark companies use a DM structure that is decentralized either according to geography, business unit, product or some combination of these elements.  Almost the same number of organizations (37%) define their DM structure as a “Hub and Spokes” model, where a centralized Digital group works in partnership with business unit-based Digital Marketers. 
  

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