Companies have finally understood that it’s worth it to put some effort into marketing. Even the best product will not sell itself on the competitive global market—at least not very well. These marketing efforts become clear, especially as you read recruitment ads: someone is looking for a team of experts, another is looking for a marketing unicorn. All the same—you need varied marketing skills to guarantee success.
The recent research has highlighted the biggest obstacles in the development of marketing: know how, operating methods and organizational structures. The undeveloped marketing sector is in the way of companies succeeding in the constantly tightening global competitive situation.
How do we solve this problem?
The problems reveal a strong silo effect and a marketing organization slowed down by traditions. To improve the situation, companies need to change their thought patterns, emphasize agility and adapt more transparent operating methods. The change should aim at transparency, strategic perseverance and flexibility.
Marketing department: advertisement, communications, PR, inbound and outbound, a digital team with its marketing automation and websites — even HR is constantly performing tasks that belong under the marketing umbrella.
If advertising is measured by reachability, digital marketing by the number of leads, communications by acquired media hits and the company’s success by turnover and lucrativeness, it’s obvious that efficiency and profitability will suffer.
Decentralized structures are fixed by bringing everyone who works with marketing and communications truly together and by defining common objectives that support the success of the company’s business operations.
The traditional model of inviting marketing agencies to tender often and looking for the best price for each individual idea is not the most effective way to gain competitive advantage on the markets in the long term.
It takes away resources from the company as different agencies must be informed of the company’s goals and other significant matters. A long term partnership saves time (i.e. money) and enables the company’s and the agency’s teams to unite, creating a situation where everything can be discussed in an open and constructive manner.
Instead of implementing individual campaigns or measures, the focus is on ensuring the company’s long-term success.
Once the effectiveness of marketing can be visualized through indicators that direct the management’s entire business operations, it’s easier to understand the positive effects of marketing investments.
By fixing these matters, we are able to use current resources in a significantly more effective manner, so that instead of the everyday hurry, there’s also time to develop marketing!
Of course, when you are looking for growth, investments must be front-end-weighted, but as genuine business effects can now be visualized, it’s easier to get a green light for marketing investments.
A marketing agency partner that looks at the company’s big picture strategically is the best aid if you feel that these stumbling blocks apply to you. A partner that consists of professionals from different marketing fields will help you ensure that efforts are directed toward those measures that enable you to reach the desired target most effectively.
This will also ensure that marketing constantly supports all business operation goals of the company.