May it be a choice or may it be due to a threat, we are all facing very exciting challenges nowadays: Managing digital presences is no longer a “nice to have” activity but has become a critical business responsibility. Possibilities to distribute content or generate traffic require finer tactics and strategies versus 10 years ago, but there are great new possibilities out there too to be able to reach and connect with audiences in a personal manner. And let’s be honest, I love the fact that digital managed to disrupt some businesses. I’ve always liked the unknown and a good challenge.

So we’re all gearing up with great strategies and tactics – figuring out how we can position ourselves in the new economic models that digital unleashed, talking about innovation, data etc.

COOL.

But I am completely stunned how often I am interacting with companies looking into very mature and sharp digital business models but who simply don’t look at the teams or governance managing their digital activities today.

How can you capture & engage with audiences with no teams responsible for digital marketing end-to-end? People in charge of media buying is necessary yes, but you need to look at the full picture: Capitalizing on paid traffic is not sustainable through time, costs will continuously go up for the same activity (It’s a bidding system remember ? And the business model of the platforms and publishers you target is all based on advertising revenue).  You need people who have capability to generate cheaper traffic, leverage tools & solutions to reach audiences beyond mere targeting & retargeting, know how to engage with your existing customer bases. All these people have to work in sync aiming for the same objective.

And how can you sustain your cost per leads if no one really looks into improving overall conversions?

How can you hope maintaining a website if no one is responsible for the content ?

How can content people perform in the big scheme of things if they don’t work in sync with people responsible for sales or generating traffic?

Not to mention people in charge of  the user experience of the digital ecosystem who understand the underlying dynamics of the different presences you manage and works to building more sales or relevant / useful customer interactions and tools ?

These skills and profiles are the ABC of digital – and too often I see these people scattered in an organization, often misunderstood by the “traditional” lines of business, trying to bridge the gap of information or solutions to be able to sell or service products imagined in marketing departments.

Too often I see fragmented responsibilities and people shooting in different directions with no build-up to achieve digital KPIs.

Too often I see these digital profiles spending a huge amount of their time explaining what they do and why they do it, rather than working to build a stronger digital activity.

Sometimes I even see organizations where these responsibilities are not even covered.

So yes, we’re living in great times of Big data, IOT, “uberization”, “kodakisation”… whatever trendy word you’ll see in your feeds today. But if you don’t have the basics right to manage your digital activities today, with skilled people onboard, in the right structure with enough empowerment, how do you think you’ll have skilled people and the right organization to manage your digital business tomorrow ? 

So please look at your digital organization today and ask yourself if it is shaped and positioned correctly.

Strategy is nothing if you don’t have the capability to execute. 

About the author

Audrey has been managing digital strategy and digital transformations during several years from within large corporations before creating Belly & Brain.

By creating Belly & Brain, her aim was to design a consultancy firm finally adapted to the needs and reality of business leaders confronted to strong digital challenges - combining consultancy and coaching capabilities able to handle as well marketing and sales strategic questions, as well as change management, organisational & culture challenges needed to actually deliver on the transformation.

Audrey organises regular free meet up sessions with executives to discuss their challenges and give rapid feedback on solutions and options. Learn more about these here