Organizing Digital Channel Operations
Tech Sheets - The High Tech Blog
Posted by Ryan C. Jones on March 5, 2012
If I had a nickel for every time I’ve been asked by a company about how best to organize their Digital (web, mobile, social) channel operations, I’d have a lot of nickels. It’s the $64,000 question and the answer isn’t always the same. Meaning I don’t believe there is a single answer, but I do believe there is an organizational framework that works fairly consistently. The organization framework I favor most often is composed of 5 operational areas, which include: 1) strategy, 2) product management, 3) digital media & content, 4) program management and 5) IT operations. The number of people and processes required for each operational area vary significantly between companies, driven mostly by the breadth and depth of their Digital offering.
Here is a quick overview of the 5 areas -
- The Strategy area focuses on developing the vision, objectives and prioritized roadmap associated with the Digital channel - through customer, competitive, market and internal research.
- The Product Management area focuses on the Digital channel product design through development of requirements and designs for each major and minor release for the channel.
- The Digital Media & Content area produces and deploys all of content copy and rich media (photos, graphics, video, etc.) for the channel.
- The Program Management Office is responsible for managing the projects associated with the roadmap.
- The IT Operations team is responsible for the infrastructure, application maintenance, systems integration, application development and security.
I’ve seen several variations of this model over the years, but the one constant I have found is that the most successful Digital organizations have a solid baseline established in each of these areas.
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