The Ultimate Marketing Machine

The Ultimate Marketing Machine

Since the advent of brand management more than four decades ago, the field of marketing has been very dynamic yet this has not been reflected in the number of organizational changes as expected. Most Chief Marketing Officers are grappling with changing the existing structures by attempting to overhaul the outdated organizational charts. However, the big question remains how the new organizational chart should look like. In an attempt to answer this question most marketing leaders have overlooked the fundamental principles that should guide brand management. These include the values that guide brand strategy, capabilities that drive marketing excellence as well as structures of working that will support them.

A study undertaken by marketing 2020 on more than 10,000 marketers from 92 different countries reveals that they have varying organizational data analytic capabilities, brand strategies, global and cross-functional interactions as well as diverse approaches to worker engagement. The study compared the responses from two organizational categories of marketers classified as high-performing marketers and low-performing organizations. Most high performing institutions have shared principles because regardless of how marketers deliver their messages to customers, the essential human motivations that marketers should satisfy remain constant.

The journal also reveals that high-performing marketers often utilize a set of traits that enable them to market their brands effectively and get the best outcome for their organizations. One of the most crucial traits in modern marketing is having a distinguished ability in utilizing customer data. Having big data offers a deeper insight into consumer behavior. The information is useful in the evaluation of consumer demands and specifications so that the organization can strategize on how to effectively meet those demands. Another important trait is purposeful positioning best assignment help. The organization needs to excel at engaging customers and inspiring its employees to embody the ideals of the brand image. This sets a unique identity that could be the distinguishing factor to set the company apart from its competitors. In addition, enhancing the value of the products by creating a unique customer experience through activities such as sending personalized messages and product recommendations also enhances the effectiveness of marketing.

Marketing is also increasingly becoming an integral part of the entire organization. Therefore, leaving it to marketers alone is no longer an option because it has become a holistic part of the organizations. Based on research conducted by marketing2020, organizational effectiveness is driven by five key pillars; connecting, inspiring, focusing, organizing for agility and building capabilities. A seamless customer experience is gained by integrating these key pillars into marketing, as well as business strategy and the organization in general.

Traditionally, marketing has often been dominated by generalists. However, the advent of digital media and social networks has led to the emergence of new roles that call for specialization. Roles such as native content editors and digital privacy analysts have emerged as some of the specialist roles due to the rise of digital marketing. The diversification of specialist roles has led to the categorization of marketing roles into three broad categories; think marketers, feel marketers and do marketers.

Based on the three categories of marketing, I would like to be a part of the think marketing team in an organization such as Unilever. I would enjoy being engaged as a marketing data analyst. This provides a perfect opportunity to understand the needs of the customers and be in a position to offer creative suggestions while working hand in hand with concept creators. To be in a position to meet customer demands is an incredible opportunity to utilize personal skills for the greater good of the society and mankind.

References

Van den Driest, F., & Weed, K. (2014). The ultimate marketing machine. Harvard Business Review, 92, 54-63.