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We live in the digital world and the ongoing change in the development of technologies in turn shifts roles and skills required in marketing departments in recent era. In many many cases, organisations have been slow to react to these changes and have stuck with a traditional structure for their marketing departments. In fact, smart businesses are recognizing how being flexible and agile ehile remaining competitive in fast-paced markets, when it comes to their future look of marketing departments.

Focus on your business’ brand

Most of the small companies nowadays strategize their brand to get a better look. Sometimes, in most contemporary marketing departments, brand consultants have to invest too much time in operational or tactical issues and consequently don’t have time to manage the real purpose or strategy of the brand. The best marketers are the ones that have the ability to take a strategic view and present the brand out to the market to showcase the real value of the same. Then it comes to the digital channels, e.g, digital and social etc and assess how to be different out to the marketplace to be more and more competitive.

Have a flexible team in place

The most important thing a strategic marketer should have is support from experts and consultants. These smaller players have more time to learn, experiment and develop the latest techniques, so businesses can make the most of them while they are effective, but stay lean enough to call on others’ expertise when their needs change. An increasingly common challenge for many companies is the ability to attract digital talent. The growth of lean and online businesses mean whether big organisations will still be capable of attracting the very best talent available for themselves in future and able to collaborate with a large network of trusted external parties, partners, stakeholders etc.

In-house roles should focus on strategy

Companies should always keep the strategy side of the business in-house. A modern marketing department could consist of project managers, who are a group who is responsible for executing the strategy by being the liaison between the company and the network of experts. As a result of this, a number of the more operational jobs in internal marketing departments could disappear in near future, as companies start to employ smaller teams and utilize more independent outside experts, such as, freelancers, contractors etc. In terms of prospects and skill sets required for marketing professionals, this highlights the increasing value of a strategic focus and the importance of staying up-to-date with the latest techniques and technologies.

As marketing expert Steven Van Belleghem rightly explains, “How small businesses can adapt their marketing brand is to utilize changes in its structure, platforms, audience and skill-sets.”

Image Courtsey: iStock Photo 



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