Marketing Activity Taxonomy

Marketing Activity Taxonomy

some techniques to enhance digital marketing efficiency. So it’s useful to define what we call a marketing activity taxonomy. So we have four major levels, campaign, program tactics and playbook.

1. Campaign 

So at the campaign level, we have theme-based initiatives. What is the campaign going to be about? It should focus on the need of your target audience and offer tangible solutions and is obviously very specific to the industry.

2. Program

But this lead to a program on how this is going to be executed? So is it going to be about reputation management, demand creation, sales, or maybe market intelligence?

3. Tactics

So when it comes time to actually execute the program, you need some tactics and those tactics are basically what we talked about, are you going to use paid search, display advertising, email campaigns, social and so on?

4. Playbook

And over time, you will develop playbooks your own way of doing your best practices internally. So those playbooks might be about how to do specific activities like managing AdWords campaigns on Google.

It can define the processes that you need to go through in order to get approval for new initiatives.

The includes best practices, measurement strategy, and of course, campaign naming conventions, which are going to be very important because those will allow you to tie back in a simple way to the source of the traffic to your site and the actual outcome.

How will it impact global or local levels? Which outcome do we expect?

Is it going to be brand awareness and reputation campaign or a campaign about a brand new product?

Where would will it run over which mediums and tactics and how are we going to make it happen?

Example: Pharmaceutical Company

So as an example, we can look at a pharmaceutical company that went through the process of establishing a center of excellence.


In the case of this pharmaceutical company, a very large organization with hundreds of different brands of drugs, sometimes with different names for each specialized local market.

So the management was also very sensible. In fact, local marketing teams often worked with local agencies because they knew more about the local market.

And this led to potentially using different marketing technologies altogether.

So in this case, the approach because they already had brand guidelines as defined at the headquarter level, the often to create a central team, which was tasked to define global level Key Performance Indicator tracking requirements and reporting structure.


Later a hub and spoke model naturally emerge, allowing the local marketing team to comply with headquarter requirements, while having a certain level of flexibility to improve and extend the minimal sets of requirements.

Deploying at such a large scale and to begin with a minimum viable product attempting to impose rigid requirements and implement complex requirements would have led to the remote teams and led to the natural tendency to bypass the headquarters standards.

Roles and Responsibilities

The responsibility assignment matrix also known as a RACI matrix describes the participation by various roles in completing tasks or deliverables for a project or business process.

Main Roles

So we define four main roles i.e RACI.

First Role: Responsible

The first one is responsible. who are due to work to achieve the work.

Second Role: Accountable

The second one is accountable or thinks of it as the approver or the final approving authority.

This is the person who ultimately can answer for the correct and completion of the deliverable or task and the one who delegates the work to those responsible.

In other words, an accountable must sign off or approve work that responsible people provide.

Third Role: Consulted

Consulted, sometimes consultant or console. Those are the people whose opinions are sought for typically subject matter experts and with whom there’s two-way communication.

Fourth Role: Informed

And the last one is informed also informed me those people are kept up to date on progress, often only on completion of the task Or deliverable, and with whom there’s just one-way communication.

In the case of a local media player, they had a dozen websites covering news, automotive sports, and so on. so these four roles show a great Global Impact of Digital Marketing.

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