Info

Strongly agree [1]

Partially agree [2]

Neither agree nor disagree [3]

Partially disagree [4]

□ Disagree [5]

1 Gaining senior management buy-in/resource

32.14% (27)

35.71% (30)

11.9% (10)

8.33% (7)

11.9% (10)

2 Gaining buy-in/resource from traditional marketing functions/brands

15.48% (13)

39.29% (33)

23.81% (20)

10.71% (9)

10.71% (9)

3 Gaining IT resource/technical support

32.14% (27)

(9)

11.9% (10)

8.33% (7)

4 Finding suitable staff

15.66% (13)

44.58% (37)

22.89% (19)

13.25% (11)

3.61% (3)

5 Finding suitable digital media agencies

9.52% (8)

26.19% (22)

35.71% (30)

15.48% (13)

13.1% (11)

6 Other (please enter challenge)

36.84% (7)

15.79% (3)

31.58% (6)

10.53% (2)

5.26% (1)

Figure 4.22 The main challenges of e-marketing (n = 84)

Source: E-consultancy (2005)

Change management

Controls to minimise the risks of project-based and organisational change.

Organisational structure decisions form two main questions. The first is 'How should internal structures be changed to deliver e-marketing?' and the second 'How should the structure of links with partner organisations be changed to achieve e-marketing objectives?'. Once structural decisions have been made attention should be focused on effective change management. Many e-commerce initiatives fail, not in their conceptualisation, but in their implementation. Chaffey (2007) describes approaches to change management and risk management in Chapter 10.

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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