The Hub and Spoke Method can be defined as a central product or idea (the hub) which is added to with complementing ideas or products (spokes) to increase effectiveness or sales. Jackson, (2015). This hub and spoke method can be modified for many different fields. In this post we’re going to discuss how it applies specifically to digital analytics and how using different departments can add value and develop a full marketing campaign.
The Importance of Considering the Needs of Multiple Departments in The Development of Digital Marketing Campaigns
Digital Marketing has many areas of focus to create a fully informed and quality campaign. There is of course the product that the company is marketing first of all. That product information will need to come from the sales department and will need their collaboration to understand the features and information about the product that can be used to show to customers. Then there will be a need for understanding the demographics of the consumer targeted with the product. This would require some input from an analytics team and a little research which could be found with the help of an analyst within the company. Then the creative part of the campaign would involve a meeting of the marketing team to develop ideas of how to properly identify the target market and show the product to them in a captivating and enticing way. Another spoke in the campaign would be from the social media team which might also be the marketing team. From their input the campaign can be better optimized digitally to attract a larger audience. There will be input from the finance department on the budget, and as well how much sales could be brought in with the campaign. Each of these departments have a specific role to play in the hub and spoke method and one without the other doesn’t really give a digital marketing campaign team the ability to fully process and prepare for a proper campaign. When needed outsourcing is an option for a spoke if there is something needed but yet unknown to the team.
The Value of Sharing Results Across The Organization
There is always value in sharing. We are taught that from a young age, to make friends and become generally nice people, but in an organization sharing results is a necessity. The value of sharing across the organization is that every team in every sector has the information needed to push on and succeed. Growth is inevitable in an informed organization and problems can be manage extra quick when the entire organization is aware of any problems. They always say two heads are better than one and in an organization the more people who are putting their brains to a project the better the possibilities for success. There is concern for overwhelming options but if the organization is properly organized and has strong team leaders, this can be managed well with input and ideas from all spokes of the hub. Sharing results can be the analytics team sharing with the product development team which products customers respond better to, so that more of that product can be designed, fulfilling demand. Alternatively the sales team can share results with the finance teams to increase ad spend or campaign budgets fro a new product based on past sales history and campaign performance.
Reference
Jackson, S. (2015). Cult of Analytics. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781317561880/
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