Marketing departments have changed and haven’t changed at the same time. What used to be a pretty simple approach of creating ads for a local magazine and hoping they stick has become a complex plan of web strategies, technologies, and interconnected skills. Sure, we still might have a pizza chain mascots standing at the side of the road with an arrow, but for most businesses marketing has become more complex.
Businesses now need more than just someone who can design a poster or write a catchy headline. It’s pretty clear that online channels have transformed how we communicate. This also means that audiences are more informed, more critical, and have countless ways to engage with brands. A big claim on your part might be punctured by a negative customer review they find a second later.
So, how might a marketing department have changed its structure with all this change? Well, despite everything, not everything has really changed. Your team may work remotely now but there are still things that need to be done no matter your approach. Let’s consider the three fundamental pillars:
The Managerial Role
Managers are the connective glue of a marketing department and need to have the ultimate say on direction. They’re also middlemen (or women) of sorts, as they translate business goals into actionable plans that can actually be executed while tracking what works and what doesn’t.
That’s because marketing and creativity is so easy to speak of in broad strokes if you’re not careful. Their job isn’t about micromanaging though, keep that in mind, rather creating an environment where different skills can come together and not clash. They’re also the individuals who can present results to the executives and boards and justify spending on the department in a changing world.
Photo by Rebrand Cities
The Creative Role
Creativity isn’t just about aesthetics and vibes though it’s easy to think that on the surface. It’s best measured when finding ways to communicate that cut through noise and speak directly to people, and that’s not easy if you’re managing multiple potential targets at once.
Putting it simply, creative professionals take complex ideas and turn them into stories that make sense. This also crosses into the technical, as Eskimoz’s multilingual PPC services recognize that good communication crosses language barriers. That means creativity should be both inspiring but also know how to relate to people. Innovative but also accessible. It’s not an easy balance to find.
Photo by Lê Minh
The Technical Role
Technology drives modern marketing, that much is clear. So, technical specialists manage the platforms that make the best campaigns possible, and in a world of AI development that’s more important than ever. That means setting up tracking systems and creating the infrastructure that allows creative ideas to reach the right audience.
For example, a technical specialist might not write content, but they’ll know how many keywords should structure that content to make certain search engine robots are more likely to index it. They’ll also keep an eye on Google updates for the best SEO practice and more. With this advice, we hope you can see the fundamental need of a marketing department and who should staff it.
Marketing departments have changed and haven’t changed at the same time. What used to be a pretty simple approach of creating ads for a local magazine and hoping they stick has become a complex plan of web strategies, technologies, and interconnected skills. Sure, we still might have a pizza chain mascots standing at the side of the road with an arrow, but for most businesses marketing has become more complex.
Businesses now need more than just someone who can design a poster or write a catchy headline. It’s pretty clear that online channels have transformed how we communicate. This also means that audiences are more informed, more critical, and have countless ways to engage with brands. A big claim on your part might be punctured by a negative customer review they find a second later.
So, how might a marketing department have changed its structure with all this change? Well, despite everything, not everything has really changed. Your team may work remotely now but there are still things that need to be done no matter your approach. Let’s consider the three fundamental pillars:
The Managerial Role
Managers are the connective glue of a marketing department and need to have the ultimate say on direction. They’re also middlemen (or women) of sorts, as they translate business goals into actionable plans that can actually be executed while tracking what works and what doesn’t.
That’s because marketing and creativity is so easy to speak of in broad strokes if you’re not careful. Their job isn’t about micromanaging though, keep that in mind, rather creating an environment where different skills can come together and not clash. They’re also the individuals who can present results to the executives and boards and justify spending on the department in a changing world.
The Creative Role
Creativity isn’t just about aesthetics and vibes though it’s easy to think that on the surface. It’s best measured when finding ways to communicate that cut through noise and speak directly to people, and that’s not easy if you’re managing multiple potential targets at once.
Putting it simply, creative professionals take complex ideas and turn them into stories that make sense. This also crosses into the technical, as Eskimoz’s multilingual PPC services recognize that good communication crosses language barriers. That means creativity should be both inspiring but also know how to relate to people. Innovative but also accessible. It’s not an easy balance to find.
The Technical Role
Technology drives modern marketing, that much is clear. So, technical specialists manage the platforms that make the best campaigns possible, and in a world of AI development that’s more important than ever. That means setting up tracking systems and creating the infrastructure that allows creative ideas to reach the right audience.
For example, a technical specialist might not write content, but they’ll know how many keywords should structure that content to make certain search engine robots are more likely to index it. They’ll also keep an eye on Google updates for the best SEO practice and more. With this advice, we hope you can see the fundamental need of a marketing department and who should staff it.
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