The new marketing department
October 12th, 2010 • marketing (296)
I’ve recently come across a blog written by a man named Scott Brinker, called Chief Marketing Technologist. It is a smart blog covering marketing and IT.
In a post titled “Scaling the new marketing organization” he offers up a useful piece of advice. Instead of dividing the “marketing work” in the marketing department by media (PR, social media, web, TV), region, or product line as is normal practice, separate it by audience segment.
Why? With complex organizational structures often the actions of a company do not seem unified from the customer’s eyes. We’ve all faced it, and it is a big problem.
So you dedicate a single team to each audience segment instead. That way you know you are presenting a single, unified front to each of your segments. Of course, this provides for a whole host of other advantages including: increased agility, more customer focus and more specific promotion for each segment.
Smart. And with recent technology advances, not so far-fetched.
The post is quite lengthy and detailed. I could not do it justice here. Highly recommended.