Organization Orientation of marketing Department

About a month ago, http://www.aliyun.com/zixun/aggregation/32064.html, a public-reading magazine, "> Marketing Director complained to me online." As the head of the organization's marketing department, it is her job to improve the magazine's visibility and reputation as much as possible in this magazine's targeted audience. However, she was a bit frustrated to find that the contents of the magazine is not satisfactory, with such content, she is distressed her brand promotion behavior how to unfold.

Similar troubles, in fact, for many market, a long time ago. Just as social media is being used by more and more people, their sense of powerlessness is becoming stronger. The sense of powerlessness of these people comes from the fact that they need to face the consumer's suspicions, criticisms and reprimands today, but they simply cannot change it, which is particularly evident in the "Crisis PR".

A bit of reality seems to be the highest level of the enterprise neglected, that is, in fact, the contemporary society is a media society. Most people learn that information depends on the media. However, in the same way, the media environment of contemporary society is completely different from the media environment of ten years. The most typical characteristic of this media environment is that in the past, only the silent buyers of the consumer complaint hotline could be called, and they could make sound, and the characteristics of many organizations were not unaware of it, but their reaction was somewhat too conservative. They still regard marketing as just a communications department, instead of placing marketing departments in the organization's pulling position.

In the traditional organizational structure, marketers are actually a follower of the role, all the raw materials are there, the product is good, packaging, price or positioning, etc. Then the boss said: "I give you so much money, go, this promotion to me to do."

When the media environment, the most important part of society, has undergone great changes, the marketing department, which mainly deals with the media, has not undergone any changes in the organization, which is the root cause of the growing weakness of the brand promoter. They can only collect the sound from the market and then feed back to the top of the organization, but after that, it doesn't matter to them.

Social media in the great way, so that organizations and consumers have the possibility of dialogue, but in this dialogue, formerly commonly used in fact, the nature of the propaganda skills, is not what role. Consumers are very practical, they directly torture the quality of products or services. Organizations and marketers have learned that in social media they need to have equal and two-way communication with consumers. They also know that they are engaged in social media, such as the supposedly 2,500 certified business accounts on Sina Weibo. But these accounts, most of the time, just play a mouthpiece for the purpose, better than the past is only: a two-way mouthpiece.

Just as the environment in the natural world is forcing the species to evolve radically, the upheaval in the media environment has forced brand companies to make corresponding changes, one of which is change on the organizational system level, not just a two-way mouthpiece. Indeed, there is a need to give greater power to the market sector, which is manifested by their ability to make their voices heard in the production chain, rather than just fiddling with the external communications of the Organization. The marketing director at the beginning of this article, with the support of his boss, put aside the ideas that the editor of the magazine might have, and sat down at the in-house editorial conference to make comments on the revisions. The new issue, at least for her promoter, told me that the MKT department was ready.

This article is published in the current "successful marketing" column.

The last part of the article may involve one such question: Is it appropriate for the marketing department to intervene in the content manufacturing process? Standard journalistic professionalism tells us that the editors and the marketing department separate, but the editing and the promotion department? Fully cater to the needs of readers, is not a kitsch performance? Does the media have to stick to something, even if it is done with the public? Although I think, this is actually a question worth discussing, but after all, has been far away from my text of the scope of concern.