Marketing is the communication and representation of your brand, company, image, etc to your customers and general public. What employees in your business are doing the marketing? And what controls do you have in place?
The companies we work with are small to mid-size businesses that may or may not have a marketing director. Regardless of having a marketing director many of the people in the organization are facilitating the marketing. For example: one business we work for has 9 different people in the company running the marketing in different departments and there are 9 different messages, different images, no consistency in brand management, and very little communication between these departments. This is a major issue because it is confusing to the customers. It is very important to protect the brand of a business and put in place controls to ensure there is oversight as to what can and can not be done.
There are many marketing channels that businesses utilize to get the word out: Social media, events, direct mail, cross promotions, website, media, partnerships, collateral, etc. All these initiatives need to have final approval and sign off by the most experiences marketing person to ensure controls and consistency of image and message. If 9 people are running marketing in their silos without oversight then your brand is getting beat up! All 9 of those people should have to seek final approval to print, publish, distribute, etc any and all marketing material and projects.
How many people can run marketing initiatives in your business without controls in place?
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