BBC seeks to become ‘fit for digital’

The BBC is looking reshape its digital marketing operation to better inform its audiences about its range of programmes, products and services.


The public-funded broadcaster, which was named the Marketing Week Engage Awards 2012 Brand of the Year, is hoping to get its internal processes, people and their associated skillsets “fit for digital”, the BBC says.

In a job advertisement on the hunt for its first head of digital marketing change, the BBC says it is looking to step up the quality of its digital marketing planning, measurement and reporting to achieve “stand out” and “thrive” within the digital media environment.

The incumbent will help develop its ramped up output on online channels. Those channels include its own platforms such as and iPlayer as well as paid-for digital display advertising on other sites and social media.

A BBC spokeswoman says: “The role is designed to help us fast track some changes we want to make across marketing; to review our internal processes and operations in order to deliver on the opportunity that digital media offers to reach and engage with our audiences; and to ensure that we are able to efficiently inform audiences about the BBC’s range of digital products and services.”

The BBC has lauded the forthcoming Olympics as the first “truly digital Games”. It will broadcast every Olympic event on its linear and digital channels; offer pages for every athlete, sport, venue and country with real-time updated data, stats and news; and it will personalise and socialise this information by allowing users to “follow”, “favourite” and “share” its activity.

The broadcaster hopes to use its digital work on the Olympics as inspiration for other major events and programming in the future.

Diageo marketing veteran Philip Almond recently became the BBC’s marketing and audience director, replacing Helen Normoyle who left the organisation to join DFS as its first chief marketing officer.

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