DIGITAL KNOWLEDGE MANAGER: THE NEW KEY FUNCTION OF DIGITAL MARKETING
Mobile, voice search, augmented reality and the convergence between the in-store and online customer experience have radically changed the way we think about digital marketing. A new approach that requires companies to create a new function within Marketing teams: the Digital Knowledge Manager.
What Is A Digital Knowledge Manager For?
Recently, the function of digital marketing manager was mainly focused on SEO activities, pay per click or on the animation of social networks. Today, the rise of intelligent services is pushing companies to transform in order to evolve. They will eventually have to acquire a new marketing function, capable of working transversally between the different internal teams. The Digital Knowledge Manager manages all of the company's public digital data and resources (on the brand, employees, products or services) in order to make the most of it.
Its impact is considerable. Not only does it eliminate duplication, but it also helps reduce unnecessary marketing expenses by coordinating internal resources. It is also he who identifies the new technologies and techniques necessary for innovation, and contributes to ensuring that the company for which he works takes the place of leader rather than that of follower. A true conductor, he coordinates the teams so that the various projects are carried out.
The Skills Of The Digital Knowledge Manager
At the heart of business life, the Digital Knowledge Manager is versatile and enjoys a rich and varied experience covering a large number, if not all, of the traditional skills of digital marketing. It is intended for a wide variety of interlocutors: designers, programmers, marketers, IT specialists, point of sale managers and operational teams, in a language adapted to each. Apart from his negotiating skills, the Digital Knowledge Manager must also know how to be persuasive, since he spends a good part of his time convincing the different teams to accomplish their respective tasks within the framework of a global plan. It wins everyone's support and pushes everyone to achieve their goals.
As futuristic as it may seem, companies have already started to invest in this function. For example, in the United States, the operator T-Mobile, has already appointed a manager specifically responsible for Digital Knowledge Management . These companies have become fully aware of the need and the issues surrounding such a position in order to ensure that all their information is up to date, on all platforms. Who will be the forerunners in France?
We All Need A Digital Knowledge Manager
First, it is large companies that are most likely to reap the benefits of Digital Knowledge Management. But the smallest are also affected and can also benefit from it. To do this, you must start by identifying the information and data likely to be used online: biographies, catalogs, products, services, images, videos, prices received, certifications obtained, client reports, white papers, etc. It is the knowledge of all these available resources and their exploitation that will allow smaller companies to succeed and benefit from a Digital Knowledge Management strategy.
In the era of intelligent services, companies have entered a new movement today. Research, whether vocal, visual or text, whether done on a mobile or on a computer, can today take different forms. In fact, consumer research methods fluctuate, eclipsing the website as the nerve center of a brand's digital activities. When you know that brands receive 2.7 times more traffic via third-party services (Google, Facebook, Waze, etc.) than their own website *, it is essential to designate someone who can effectively coordinate programs, processes and collaborators so that the information concerning the companies is exact on each channel, service and platform used today by the consumers.