Modern marketing or how to adapt to changes
Posted: Mon Dec 09, 2024 4:53 am
The concept of marketing has been changing over time to adapt to the constant evolution of the market. What we understand as traditional marketing has been gradually modernized in many organizations, taking on a managerial role above its operational function. In this way, modern marketing is positioned as the best way to adapt to changes.
Marketing thus takes on a new mission, as a true catalyst for changes within the organisation, while preparing it to adapt to them with agility. However, this is not only the mission of the Marketing team, but also of Management, which must act as a strategic lever to achieve medium-term growth. As David Packard said: “Marketing is too important to be left in the hands of the Marketing Department”.
This mindset or new way of understanding new zealand phone number resource the relationship modifies its objectives and, while before it consisted of maximizing short-term profit by applying tactics such as advertising, now it is about how to take advantage of all the company's resources and capabilities to provide the best possible experience to its customers and, consequently, grow.
At BtrueB, through our mentoring service for CEOs and Marketing teams , we have often encountered a refusal to invest in traditional marketing whose function is merely tactical. For this reason, we work with them in the implementation of a modern and strategic marketing idea to adapt to changes. To do this, its application must be focused on transversally throughout the company, acting quickly, collaborating and remaining focused on the customer, to generate the value or customer experience that their market needs at all times.
In short, it is not so much what Marketing does but how it does it, always including the customer in all equations.
This way of understanding the construction of relationships between different departments has three key elements: data, people and agile methodologies.
The McKinsey consultancy describes the concept of modern marketing through the following graph, which reflects a mix of capabilities and facilitators.
Marketing thus takes on a new mission, as a true catalyst for changes within the organisation, while preparing it to adapt to them with agility. However, this is not only the mission of the Marketing team, but also of Management, which must act as a strategic lever to achieve medium-term growth. As David Packard said: “Marketing is too important to be left in the hands of the Marketing Department”.
This mindset or new way of understanding new zealand phone number resource the relationship modifies its objectives and, while before it consisted of maximizing short-term profit by applying tactics such as advertising, now it is about how to take advantage of all the company's resources and capabilities to provide the best possible experience to its customers and, consequently, grow.
At BtrueB, through our mentoring service for CEOs and Marketing teams , we have often encountered a refusal to invest in traditional marketing whose function is merely tactical. For this reason, we work with them in the implementation of a modern and strategic marketing idea to adapt to changes. To do this, its application must be focused on transversally throughout the company, acting quickly, collaborating and remaining focused on the customer, to generate the value or customer experience that their market needs at all times.
In short, it is not so much what Marketing does but how it does it, always including the customer in all equations.
This way of understanding the construction of relationships between different departments has three key elements: data, people and agile methodologies.
The McKinsey consultancy describes the concept of modern marketing through the following graph, which reflects a mix of capabilities and facilitators.