Digital Marketing : The disruption of the Marketing team structure in the Digital Age

Digital Marketing : The disruption of the Marketing team structure in the Digital Age


Hey everybody its Jacky Humphries. Thank you so much for being with us today. The session today is all about what Forbes defined as the biggest challenge for marketing teams in the 21st century, which they claim is structural. The session today deals with the fact that the traditional marketing team structure is under siege by new technologies. Many marketers now realize that their organizations need a complete overhaul and they need to reinvent themselves in the digital world in order to survive. However, many are struggling to devise a new world order from a structural perspective. This in itself is not surprising. With so many blockades within the traditional marketing team structure to seamlessly connect these silos is a very difficult task. The Dawn of the Digital Age recognizes that digital marketing, data analysis, new technology platforms and other aspects of marketing can no longer be contained in silos but must be disseminated from across the organization To illustrate this point with a visual, have a look at these two graphs which show the difference between a typical traditional marketing team structure versus a possible future marketing team structure. The first graph is showing a traditional marketing team structure in which the structure arguably promotes a company centric philosophy rather than a consumer centric philosophy. Moving on to the second graph, you will see a proposed future marketing team structure. This graph is showing the transformation of a marketing team structure in the digital age. Notice the central importance of consumer insights, user experience, design and content. Their centrality in this new structure indicates the shift to a more consumer centric philosophy in the digital age. So, as industries pivot around the behavior of an erratic social media generation, marketing leadership will demand diverse adapted skillsets more than ever before. It’s not enough to commit yourself to either the creative visionary or be the analytics nerd. According to Forrester at least 30 percent of CEOs will fire their CMOs for not mastering the blended skillset they need to pull off digital business transformation. This need will trickle down into marketing teams too. 64 percent of marketing decision-makers are urgently prioritizing recruiting and developing better talent, according to the same Forrester report. We are seeing a skill set deficit as marketing leaders try to nurture their existing talent. This is not enough. What is required is a complete overhaul of the existing teams to adapt to the social media generation, which undoubtedly has changed consumer behavior for good. Leaders who create the opportunity for teams to adapt and grow will succeed. Earlier in the session I referred to the consumer-centricity and why it’s vital for success as you transform your marketing department. So I’m going to go into a little more detail around the importance of consumer centricity. Consumer behaviors have changed dramatically within a short period of time and one of the biggest challenges is not only keeping up with these new behaviors but aligning your organization accordingly. New possibilities and new rules have led to major disruption in the connected consumer world. As you know, the new empowered consumer is firstly mobile. Their smartphone is always by their side. The new consumer is always in control. There is so much choice available and the consumer decides. The consumer today is very critical. So given the choices available, the consumer has become more critical than ever before. And the new consumer is extremely smart. It’s interesting to see how consumers now trust online and personal reviews. Think of how we review TripAdvisor when searching for our next vacation as an example. This never used to happen in the past So how do you change marketing team structure at a rapid pace? Well, let me give you some insight into how I would approach the situation. Firstly I’d review the team structure and break the traditional silos. Typically we would have had a marketing team structure encompassing for example: Head of Marketing Strategy, Media, Advertising, Product Marketing, Research, Promotion, and in some instances, even a Creative Services team. These traditional roles are no longer relevant in their current form in the digital world. The benefits of digital Reinvention for a business are discussed in our article: “Why Business model Reinvention is necessary” (This article can be found in the video description) The second area that I’d focus on, is to review your talent mix. You might be surprised at what skills you have existing within your team. We have found that existing employees are more than willing to apply their newfound digital skills acquired but the traditional functions have somewhat constricted their ability to apply these. A full marketing team transformation should allow seamless integration of skillsets and encourage cross communication, as well as seamless execution. The third area that I would look at, is to lead the charge with cross-functional alignment across the organization. You need to integrate marketing, IT, sales and customer service. Much easier said than done. But the connected consumer is becoming increasingly annoyed when contacting one traditional silo, and this silo has no view of what another silo has done or committed to. Integrated systems have become more important now than ever before. So what does the marketing team structure of the future look like? The new marketing team structure looks very different to what traditional marketing teams organizational charts look like. Roles and responsibilities are being adapted and the bridging of skills gaps is now reality So in conclusion, over the past few minutes what I’ve really tried to highlight Is that the marketing team structure as we knew it has been completely transformed in the digital age. A consumer centric approach is vital to success, and this is probably paramount. Roles and responsibilities need to be adapted to suit the digital transformation of your organization. Nurturing existing talent, while really important, is not enough and the bridging of skills gaps is now a reality. Integration of departments is key. So, start with integrating your sales, your IT, marketing and customer service at the very least… and assessing where you lie on the Digital Maturity Curve is vital before implementing any transformation or digital strategy. Depending on your industry, the size of your organization, the maturity on the lifecycle curve ie the digital maturity of your organization, many factors influence the resultant new digital marketing structure Let us discuss your current structure, business goals, where you are on the Digital Maturity Curve, as well as your expectations, and offer some advice on how to bridge the digital marketing organizational structure quickly. If you enjoyed this discussion, subscribe to our channel for more. Link to our blog available in the video description.

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