{"id":136,"date":"2010-10-12T23:30:48","date_gmt":"2010-10-13T07:30:48","guid":{"rendered":"https:\/\/blogs.ubc.ca\/dbrer\/?p=136"},"modified":"2010-10-12T23:30:48","modified_gmt":"2010-10-13T07:30:48","slug":"the-new-marketing-department","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/dbrer\/2010\/10\/12\/the-new-marketing-department\/","title":{"rendered":"The new marketing department"},"content":{"rendered":"<p>I&#8217;ve recently come across a blog written by a man named Scott Brinker, called <a href=\"http:\/\/www.chiefmartec.com\">Chief Marketing Technologist<\/a>. It is a smart blog covering marketing and IT.<\/p>\n<p>In a post titled &#8220;<a href=\"http:\/\/www.chiefmartec.com\/2010\/07\/scaling-the-new-marketing-organization.html\">Scaling the new marketing organization<\/a>&#8221; he offers up a useful piece of advice. Instead of dividing the &#8220;marketing work&#8221; in the marketing department by media (PR, social media, web, TV), region, or product line as is normal practice, separate it by <strong>audience segment<\/strong>.<\/p>\n<p>Why? With complex organizational structures often the actions of a company do not seem unified from the customer&#8217;s eyes. We&#8217;ve all faced it, and it is a big problem.<\/p>\n<p>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.<\/p>\n<p>Smart. And with recent technology advances, not so far-fetched.<\/p>\n<p>The post is quite lengthy and detailed. I could not do it justice here. Highly recommended.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;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 &#8220;Scaling the new marketing organization&#8221; he offers up a useful piece of advice. Instead of dividing the &#8220;marketing work&#8221; in the marketing department by media [&hellip;]<\/p>\n","protected":false},"author":3100,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40663],"tags":[],"class_list":["post-136","post","type-post","status-publish","format-standard","hentry","category-comm-296"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/posts\/136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/users\/3100"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/comments?post=136"}],"version-history":[{"count":5,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/posts\/136\/revisions"}],"predecessor-version":[{"id":141,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/posts\/136\/revisions\/141"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/media?parent=136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/categories?post=136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/dbrer\/wp-json\/wp\/v2\/tags?post=136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}