Too Many Marketing Teams Are Stuck In The Past

An important conversation taking place over at Harvard Business Review:

Digital marketing teams are centralized yet isolated from the broader organization. Marketing groups are splintered into communications, consumer marketing, brand marketing, and digital marketing units with no common thread in strategy and execution.

However, I’m not sure I this is the only solution:

To be a successful digital marketing organization, your team needs to be organized by functional expertise rather than by brand, project or platform in order to deliver coherent, integrated campaigns across all consumer touchpoints.

The above is true if you believe marketing’s purpose in an organization is operational. It’s not true if you believe marketing’s purpose in an organization is to discover new opportunities, enter new markets, inspire customers to change their behavior, and build emotional relationships to brands. That’s what traditional marketers think they are doing. It’s a set of skills in which digital marketers have to play catch up.

Still, it’s a great conversation. I do believe marketing is stuck in the past. But the failure to modernize itself isn’t about organizational development. It’s about failure to recognize that the audience, society, and the economy has moved on. Digital marketers needs to find a way to express that in ways that aren’t so functional and limiting.

Read more here: Too Many Marketing Teams Are Stuck in the Past

via @hbr @himeilee


Please Invent This

Funny little piece.

When I took classes at the CIA, chefs emphasized that technique was far more important than tools.

Same thing at ICP. The technique you demonstrate with a camera body or a lens is far more important than the equipment or the development process.

So, then, why would respective chefs suggest that dream gadgets would make them better chefs?

Self-promotion, me thinks. It’s a shame, if you think about it. Take the focus off the foods, the flavors, and the dining experience, and puts it on the equipment and the kitchen. Is that really the ticket to a better meal and happier guests?

Please Invent This: Chefs And Food Writers On Kitchen Tools They Wish They Had

via Fast Company Design