What does increasing digital maturity really mean for how organisations are structuring their digital marketing capability?
In both our 2013 report into Digital Marketing Resourcing, and now in our latest 2015 research, we have tracked the growing assimilation of digital into ‘business as usual’.
Over this time, digital has become more seamlessly integrated into wider business and marketing strategies, C-Suite involvement, planning and budgeting, and a heightened level of digital knowledge in the wider organisation.
Alongside this trend toward integration, we are seeing increasing sophistication in how organisations choose to structure their digital capability…
Fluid resourcing: Is this the new normal in digital marketing structures?
