Digital Marketing: New Strategies in Team Managements

Discover how you can increase the efficiency of digital marketing teams and thus increase the benefits for your business.

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The pandemic unleashed by the Covid-19 virus accelerated the processes of digital transformation in Latin America and the entire world. Among the main changes unleashed at a global level, it is worth highlighting: the way of working, the way of leading teams, how we consume products and services and the style of socialization.

Both large, medium and small companies had to accommodate the isolation measures decreed by the authorities, digitize their operations, processes and resorting to online sales and remote work. Likewise, one of the most striking phenomena was that consumers changed their habits and increased their online purchases, fostering an exponential growth in digital marketing platforms.

Within this accumulation of challenges, online marketing also affected its dynamics and way of working, making it necessary to redefine its working methods and tools to achieve its objectives.

A digital marketing strategy that every business should consider to start is always being able to align sales teams and marketing. As the flywheel inbound marketing methodology indicates, to attract, interact and delight a customer base it is important to have a comprehensive customer management (CRM) platform , train teams in the tool and define objectives together.

Digital marketing tools

Here we tell you the main recommendations to start creating a more effective and collaborative online marketing team in these times:

  • Define una estrategia de trabajo:  Define a work strategy: When coordinating teamwork, you can ask yourself the following questions; What approval process does the team follow? What happens when a delay arises in a piece? Which deadlines are immovable and which are flexible? How are the different projects and campaigns prioritized? From this small questionnaire you can begin to outline a global strategy to give visibility to the digital marketing team. digital marketing. 
  • Use a collaborative tool: A work management platform such as Click up, Monday, Jira or Asana will help maintain good work communication and have clear priorities for all team members. This will avoid or reduce misunderstandings within the work team.
  • Measure your efforts: Metrics are the keys to success in the digital marketing strategy of all projects. All the time you spend researching your competition, creating campaigns, and crafting content must be tested, measured, and reviewed on a recurring basis. Adopting a tool to measure clicks, the time spent on each page, and analyze what the user does with the provided content are fundamental techniques to create an effective marketing team. Having an internal task manager for the digital marketing area such as Hubspot, Mailchimp or Salesforce will be key to reporting the team's efforts.
  • Review and optimize: Errors, unfulfilled deadlines and misunderstandings are always inevitable in almost all projects within a digital marketing plan. The team should never be blamed or punished for this, on the contrary, the reason or root cause should be analyzed and future solutions should be considered. Project failures are almost as important as successes in terms of growth and collaboration.
  • Optimize communication between the marketing and sales teams: The union of both departments gives excellent results, especially if the Inbound Marketing is the methodology you use in your business. To carry out this communion, it is necessary to know what a qualified lead is for marketing and sales, how many qualified leads must be delivered by marketing to the sales area and at what stage of the funnel the lead will go from one stage to another.
Herramientas de marketing digital para crear un equipo colaborativo y eficaz.

Digital Marketing Practices: Agile Methodology

The agile methodology is much more than a work methodology, it is a work philosophy, a necessary organizational style for any company that is committed to digital transformation and that needs to optimize its delivery times , and streamline your tasks. Within the phases of digital marketing, agile is gaining more and more relevance.

The agile methodology allows to manage projects in a flexible, autonomous and efficient way, reducing costs, increasing productivity and constantly adding value. The objective is to be able to present quality solutions that respond to the needs of each organization (whose priorities change at an ever-increasing speed).

The adoption of the agile methodology as one of the digital marketing tools helps to be clear about the team's priorities, to align the efforts of the different departments, to integrate the efforts by putting the client first and collaborates in the management of a plan comprehensive digital marketing.

Among the main benefits of applying the agile methodology are: 

  • Self-management of work teams.   
  • I work interdependently. 
  • Constant collaboration with the client.  
  • Optimization of working times. 
  • Implementation of a continuous improvement of processes.  
  • Quick response to new market demands.

How to apply agile methodologies in a digital marketing team

First you must define the objective of the global strategy, the target audience and the specific project to work on. Next, a multidisciplinary work team is established to carry out the project in question. One of the best digital marketing practices is to select the best possible team.

Then the so-called "war room" or war room is defined where they will work together. It is important that the atmosphere is relaxed and that collaborative work, creativity and honesty are encouraged from the organization itself.

Likewise, the rules of the war room must be defined and specific objectives must be established. The most important thing is that the client is the center during the whole process.

During sprints (fixed time repeatable throughout the project in which a high value product will be created) the data, results and pieces created will be analyzed in order to identify opportunities for improvement or corrections.

Finally, tests will be designed to determine if the agreed ideas were adequate, and a series of criteria will be established to prioritize them. These criteria are usually based on two aspects: the ease of implementation and the potential impact on the business.

Next, the designed tests are executed and the ideas that work will be repeated, increasing the efficiency of the online marketing team and those that do not, will be replaced to continue improving the processes within the team.