Marketing

Marketing ist ein Element / eine Line of Business (LoB) bei Porters Wertkette. Dies vor allem zusammen mit Sales / Vertrieb. Im Rahmen der digitalen Welt wird der klassische Vertrieb zum Digital Marketing.

Why this is interesting for a Chief Digital Officer (CDO)?
According to Porter, Lines of Business (LoB) are the standard for structuring companies and their areas of responsibility. Examples are Sales, HR, Logistics, Production, etc. Therefore this is elementary for Chief Digital Officer (CDO). Often so-called silos or silodenks are formed, i.e. the departments do not think cross-company or cross-process. With the help of end-to-end processes, this can be broken down. In addition, the agile approach offers many possibilities to break up companies and their business areas in their silo thinking.

See also (glossary Line of Business (LOB)):

• Line of Business (LOB)
• Digital Marketing
• Digital Sales
• Human Resources (HR)
• Human Resource Management (HRM)
• Marketing
• Sales

Why this is interesting for a Chief Digital Officer (CDO)?
Some Chief Digital Officer (CDO) are very marketing oriented. Or the company they are working for see the digital world more in a marketing point of view (I guess this is the reason why many online marketing agencies call themselves now digital agencies). Sometimes the Chief Marketing Officer (CMO) is the CDO, too.
See also (glossary Digital Marketing):

• Digital Marketing
• 4 P's
• Below-the-line-marketing
• Blog
• Blogger
• Blogparade
• Blogroll
• Buzz Marketing
• Call to Action
• Content marketing
• Marketing Automation
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO)

 

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