“Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view.
Today's column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark.
In recent years an increasing number of marketing organizations have established “Digital Center of Excellence” teams. They are often called the DCOE or COE, and are either already running across the Fortune 500s or in the process of being incepted.
It initially appears to be a great model, especially in a disruptive digital world that is transforming faster than organizations can respond to. The COE provides an easy way to incubate digital marketing into an organization, taking an agile and incremental approach to globalizing new digital trends and innovation by establishing a core group right at the center, pushing models and best practices to all markets and regions.
However, the COE is too often treated as the end and not as the means to something bigger. The COE has many flaws and shortcomings, especially in managing disparities and differences across the digital marketing landscape, infrastructure and most importantly consumer expectations and behavior.