How Has Web Marketing Changed The Size Of The Average Marketing Team?
The conventional sales team and marketing department structure is being impacted by the advent of new technologies in unique ways, whether it is the size or the roles. Web marketing has created a new world order in the field of marketing. Social expertise, digital marketing, data analysis, new technology platforms and other aspects of marketing cannot be packaged in silos– they need to flow through marketing personnel in the organisation.
Boards know they must ensure marketing campaigns focus on the customer. Looking for new ways to bring this to the fore, the marketing department has created a new range of structures when it comes to the size of the average marketing team.
- Marketing Technologists: Bridging the Gap Between IT and Marketing
Web marketing has necessitated a new breed of Pathwwway Gambling marketing professionals, namely marketing technologists are being appointed to bridge the divide between IT and marketing. Driving digital innovation and change, the customer experience becomes paramount and the CMO/Chief Marketing Officer occupies this role. As companies incorporate new ways to engage customers, the CMO should have a broad range of skills and portfolio.
- Technology Tsunami and Customer Focused Marketing
Marketing is being challenged by disruptive web based technologies. Social media now exerts a pervasive influence on customers. A new wave of data from social and digital channels influences marketing analytics over the customer and product life cycle. Customer experience is influenced by interaction with the marketing team. The marketing function is being woven through the business in new ways. A Harvard Business Review report found chief marketing officers are tearing up organisational charts. Marketing is not a discrete entity and extends throughout the firm. Tapping every function, the size of the marketing team is expanding as different roles emerge.
- Technology and Transition: Changing Roles
As companies make the transition to customer centric as opposed to product oriented focus, they need to simplify and break down silos to prevent a unitary view of products and services to the client. So marketing structure is changing and merging with products and sales, as web marketing expands. There must be deeper interaction between sales, product and customer service and marketing. B2B companies often see a union of sales plus marketing roles, while the B2C company combined marketing along with product/technology.
- The Rise of the Demand Generation
PR, branding, product marketing, field marketing and demand generation are all blurring and need to be combined under one single corporate identity. Demanding new skills from marketing professionals, marketing is now technology enabled and data intensive function needing new skills. Marketing has become aligned with business units in large firms. Each business unit or company product has its own marketing team, with core functions like social, brand and PR amalgamated.
- From Production House to Business Intelligence
Marketing is becoming a critical influencer in the organisation and plays a strategic role. The marketing professionals need to gather business intelligence, not just the production house. Being an influencer means embedding of marketing into business. The overwhelming trend in conventional matrix structure is a centralised marketing team which performs traditional ad and brand marketing functions with data or digital innovations and research, thereby servicing different business units.
- Targeted Marketing: Understanding the Customer
Marketing teams are also changing in size on account of segment driven Pathwwway Gambling marketing. Companies are opting for targeted marketing and setting up teams for defined customer segments. Rather than marketing a product, it has become all about understanding the customer, thanks to web marketing. Everything from selling a product to marketing a service starts with the concern of whom one is trying to engage. Teams are no longer grouped by marketing disciplines and channels. Instead, they are aligned in keeping with customers through the purchase funnel, from awareness to consideration, discovery and purchase. All marketing teams are aligned by segment, objective, publications, keywords and so on.
- New Customer Insights, Real Time Content
New customer analysis, performance optimizations or real time content data necessitate a team that is fully equipped to handle them. Marketing teams need to be the voice of the customer and the identity of the brand too.
Segment driven marketing teams with customer experience at the core are able to cope with increasing reliance on web based technologies and social media for recommendations and brands to be able to be marketed over the full life cycle.
- Data and Analytics: The Need for an Agile Marketing Team
Data and analytics need to be incorporated in the marketing campaign. Marketing team structures of the future need to have a test and learn mindset and display agility when it comes to customer segmentation. A large portion of marketing budget is spend on digital marketing, and digital expertise is acquiring value in the sales team. Marketing teams that understand social, data and digital marketing techniques are growing in size. Structurally, marketing teams are changing from decentralisation to centralisation and now hub and spoke structures. The hub supports the overall marketing plus segmentation strategy, user experience, customer analytics, in-depth insights and complete brand. Sub brands are supported by the spoke. Campaign management and execution blend with social and digital marketing expertise. A collaboration ecosystem influences the growing marketing team as a result of web based marketing. Automation has changed, rather than reduced work roles in the marketing sector.
- Marketing and Web Technologies: A Necessary Combination
Excellence in customer experience is only possible if marketing is embracing technology. Marketing and IT need to go hand in hand when it comes to marketing, because we are now in the Internet marketplace, where everything is quantifiable and measurable. Data led marketing so organisations can leverage market intelligence better is a must.
Content is currency and social selling makes a difference when it comes to creating a powerful story that will engage customers. The new online web oriented marketing model uses social channels to built rapport in an increasingly digital marketplace. Marketing teams need to be creative,inbound and focused on buzz creation now.
Size of the teams needs to be flexible to allow for rapid growth and top of the funnel evolution. Demand generation teams focusing on customer retention are the order of the day. There is no one-size fits all marketing team number to suit all organisations. Current marketing teams work as transformers and brand ambassadors, with the power to harness the true potential of any business.