Online business has become the norm for many organizations. Some were born into the digital environment, others had to quickly adapt or even reinvent themselves.
To contend with the challenges inherent in this high-speed business environment where the consumer rules, organizations need to get organized by creating the right internal structures. Setting up a digital structure capable of responding to your organization’s business needs in the best way possible is a huge challenge for a manager.
Online business touches most if not ALL departments within an organization. It should belong to more than just the marketing or IT department. Organizations have a tendency to take a narrow view of digital, which can be a serious mistake. So just how involved should each department and supplier be in this business reality?
Marketing is mostly creative and intuitive, whereas digital marketing is more technical and measurable. These two realities are in direct opposition, but they need to cohabitate.
Other organizations delegated responsibility for e-commerce to the IT department. The logic seems simple – a website is technology! However, a website without any users or content isn’t terribly useful
Let’s say that a retail brand with a transactional website and a storefront wanted to set up an exclusive promotion for its best customers for 24 hours only.
No miracles! There is no single solution, it’s really up to each organization to find the structure that works best for their particular business reality.
Target group: Starter
Module level: Starter
Version | 31 - 07 - 2018
Part of course: Essentials of Ecommerce