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