Digital Marketing Centre of Excellence Best Practices

Digital media and technology have brought many new opportunities for businesses to reach their audiences, but with this opportunity has come complexity.

Complexity arises from the many different paid, owned, and earned media channels, the use of desktop, mobile and cloud-based technology, and the data that underpins them. At the same time, adoption of digital media by consumers and businesses alike means that commercial success and business growth in all sectors now depends on harnessing digital and integrating it into a business so marketers have the right skillset to ensure it’s at the heart of marketing processes.

In larger organizations, especially businesses with local country marketing teams, complexity is greater still, because potentially more digital marketing roles are needed and collaboration is needed on a global basis. Medium and large businesses also have many existing marketing roles in brand, product marketing, marketing communications, and corporate communications. These roles will remain important and require digital skillsets to be developed to work with agencies so integrated campaigns and always-on marketing that engage audiences and deliver ROI can be created.

The Digital Marketing Centre of Excellence (DCoE) is an organizational design response taken by an ever-increasing number of businesses to boost their growth through better use of digital marketing. Many Smart Insights' Business members have these initiatives in place.

In this resource, we will explain the what, why, and how of a DCoE so that businesses can learn how to set one up for the first time or refine their existing way of working.