The State of Marketing 2010 Unica's Global Survey ... - Light Reading

Marketers Need to Coordinate Online Marketing with Other Marketing Functions
Surprisingly, only half of online marketing functions report into a centralized corporate marketing organization. Another one‐in‐five report into eCommerce.
The remainder is evenly spread in small amounts across a variety of areas within the organization – an executive office (e.g., reports directly to CEO or COO);
centralized service organization where they provide services to the business line owners; decentralized reporting within the line of business; or in some other
way. When marketing does not own online channels, they must be vigilant about maintaining influence, visibility, and coordination over marketing activities in
these channels.
Even though online marketing doesn’t always report into one marketing organization, it is still reasonably well aligned with the direct marketing function,
either reporting into the same marketing organization (62%) or reporting into separate marketing organizations, and is dotted line/matrix‐managed with each
other (21%).
Figure 12: Reporting Structure of Online Marketing
Q. Into which department does online marketing department report?
Base: Total Sample (155 Respondents)
Figure 13: The Organization of Direct & Online Marketing
Q. How are direct marketing and online marketing organized within your company?
Base: Total Sample (155 Respondents)
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