Final project
Tj_smith
ProjectMilestone422.pptxProject Milestone 4
Amazon Company
Organizational Chart of the Digital Marketing Department
In this organizational structure, there is a single director of the digital marketing department. This position can be potentially filled by a Chief Customer/Marketing Officer who either sits on or reports to the board.
Below the director of the digital marketing department is a set of operational heads who are responsible for the customer experience, acquisition of customers, and customer engagement.
Each of these operational heads has several managers to oversee diverse aspects of their domain. For example, the head of customer engagement has managers who will oversee email marketing, social media, accounts, and the call center.
Each of these domains will have dedicated employees working on innovation, R&D, and implementation.
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Key Resources
Head of Customer Experience
Improve brand loyalty and customer relations
Meet with the management and other stakeholders to discuss potential initiatives.
Gather data to identify problems and potential solutions (Verhoef et al., 2019).
The head of customer experience is in charge of overseeing the development and implementation of company-wide initiatives that improve customer relations and brand loyalty. By using their leadership and planning skills, they can come up with goals that can help improve customer experience.
He/she will regularly meet with top-level executives and department heads to discuss potential plans and initiatives to implement. Additionally, he/she will network with company stakeholders and business leaders to develop better strategies for customer experience.
The head of customer experience will collect and analyze data to make well-informed business decisions. This can be achieved by gathering feedback, such as surveys, from customers to learn more about their experience with the company.
This will help him/her identify problem areas within the company and find solutions for them.
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Key Resources
Head of Customer Acquisition
Create and maintain the acquisition engine.
Drive acquisition and conversion through paid tactics.
Drive acquisition and conversion through organic tactics.
The head of customer acquisition facilitates the business process of getting new clients to adding them to the existing database.
He/she will build and maintain the growth and acquisition engine for the company.
He/she will implement cross-platform strategies to drive acquisition and conversion through paid tactics such as paid social, SEM/ASA, affiliate marketing, and paid display.
He/she will drive acquisition and conversion through organic tactics such as SEO/ASO and Partnerships.
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Key Resources
Head of Customer Engagement
Establishes and mains relationships with clients.
Uses high-tech tools to enhance customer engagement.
Forecast market trends (Verhoef t al., 2019).
The head of customer engagement is responsible for creating and maintaining important relationships with customers, both potential and existing customers of the business. Their role is to act as an essential connection point between the company and the customer.
Recommend customers which is the most effective approach to choose to optimize their ROI.
Make use of high-tech analysis tool, working on CRM and business intelligence to improve the response rate.
Forecast the market trends and tendencies, execute market analysis, product research and development, order management, and logistics (Verhoef et al., 2019).
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Marketing Technology
Adobe Marketo:
Marketing automation software.
Facilitates streamlining, automation, and measuring of workflows and marketing tasks.
Helps keep customers engaged.
Allows client to enhance operational efficiency and swiftly grow revenue (Seebacher, 2021).
Adobe Marketo is the selected marketing technology.
this is an automation software that facilitates streamlining, automation, and measuring of workflows and marketing tasks.
It helps keep customers engaged through sales lead generation, inbound marketing, analytics, automation & more.
Allows client to enhance operational efficiency and swiftly grow revenue (Seebacher, 2021).
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Marketing Technology
Facilitates the tracking of campaigns and accessing of data to help Amazon gain strategic insights.
Facilitates streamlining, automation, and measuring of workflows and marketing tasks.
Lets Amazon automate and manage customer engagement activities.
Amazon would benefit greatly from this marketing technology.
Facilitates the tracking of campaigns and accessing of data to help Amazon gain strategic insights.
Facilitates streamlining, automation, and measuring of workflows and marketing tasks.
Allows Amazon to enhance operational efficiency and swiftly grow revenue.
Lets Amazon automate and manage activities from CRM lead management and customer engagement to account-based marketing and revenue attribution.
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Marketing Tactics
The technology can be used to impact decision making.
Adobe Marketo has established data streams, which capture how clients behave, think, feel, and interact with both companies and fellow clients (Hoffman et al., 2022).
Through its Analytics feature, Adobe Marketo allows tracking of campaigns and accessing data to gain strategic insights.
The technology can be used to impact decision making.
Adobe Marketo has established data streams, which capture how clients behave, think, feel, and interact with both companies and fellow clients (Hoffman et al., 2022).
Through its Analytics feature, Adobe Marketo allows tracking of campaigns and accessing data to gain strategic insights.
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References
Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: A framework and outlook. Journal of Marketing, 86(1), 1-6.
Seebacher, U. G. (2021). B2B Marketing. Springer International Publishing.
Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2019). Customer engagement as a new perspective in customer management. Journal of service research, 13(3), 247-252.
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