Marketing is constantly evolving and marketing departments need to be aware of all new developments, which can be exhausting. That's not to say they should jump on every new bandwagon, but at the very least they need to evaluate all the possibilities.
Engaging At Every Step
This evolution in technology and how we've integrated it into every single part of our lives offers some amazing opportunities to companies to truly engage with their existing and potential consumers. However, to do this successfully you must be prepared to put in the time and effort to develop a marketing strategy across a range of platforms to optimise your campaign efforts. As well as using a range of platforms the implementation crosses a range of specialisms from data collection and collation to design and social media marketing.
Start With Who
The fragmentation of media has revolutionised how companies communicate with potential and existing clients allowing the opportunity for multiple conversations across a range of different media. While there are fewer print options, there are huge choices across broadcast media and social media. This allows a company to tailor their conversations and methods of communication with existing or potential clients. As a result companies can ensure they provide the right type of information, in the right context to the right people at the right time; and then measure the responses they get.
The secret to success is to put the energy into planning and get your strategy right, by understanding exactly who you are trying to reach and gather as much insight as possible into their demands and their preferences so that you can get your media and your messages spot on, making your offer as relevant and timely as it possibly can be.
What Does A Multi-Disciplined Marketing Strategy Look Like?
Every company is different but you'd expect a strategy to include
- analysis of the market
- analysis of the competition
- understanding of the various audiences
- an explanation of the company's marketing objectives
- a marketing communications plan covering activities such as online and offline advertising, PR, events, design, website content, social media, email.
- measurement
To put that strategy in place, roll it out and review it you need a range of skills. Data analysis and research is needed from the start so that you can correctly identify the best opportunities that are out there. Communication skills are vital, so that you can put together a plan and brief all the other people involved, Then there is the specific expertise in advertising, social media, design, email marketing, PR, event management and anything else that is needed to fulfil the plan.
If you do not have the skills in-house, it's worth considering working with a website management agency.
The T-Shaped Marketer
You may have heard of the T Shaped marketer. It's not a strange deformity; it describes someone who has a broad general marketing knowledge alongside in-depth expertise in one or two areas. It acknowledges the fact that one person can't possibly have expertise in every aspect of modern marketing, but to advance in their career needs to have an understanding of the big picture as well as a very specific skillset.
A marketing manager is expected to be able to analyse and apply data, write and design engaging content all while planning and project managing a strategy in an industry which is continually evolving. They must be able to have a good enough understanding that they can translate the essence of a company to everyone else on the marketing team from creatives to techs. It is then their responsibility to coordinate a multidisciplinary campaign across all forms of media both on and offline. Marketers tread the line between art and science and need to have a grasp of both.
Keep Learning
Clearly, with such a rapidly changing environment, marketers need to keep their skills up to date and always be looking for opportunities to learn. It sometimes seems relentless, but it's incredibly important to know what is going on in the industry and have a broad idea of the new developments while deciding which ones are important enough to justify more training.
In-House Or Agency?
To build the perfect multidisciplinary team you really need an experienced manager with a strategic overview of the way ahead, supported by a number of T Shaped marketers and some specialists to make things happen. If that's not possible you are likely to employ a couple of marketing agencies to fill the gaps in your team's expertise and knowledge.
Before you dive in, it's important to analyse the skills that are available to you in house. Work out what your team's strengths are and where the gaps are and find agencies that can fill them. There is a decision to be made between choosing a large, full-service agency that can do everything, giving you just the one relationship to manage, or a few smaller, more specialist agencies that can give you the specific skill set that you need.
There is no right or wrong decision, it comes down to budget, preference and also to the individuals involved. If you don't click with the people in the agency, it probably won't work, however good they may be. Take the time to meet with them, and speak to the people who will be working on the account on a day to day basis and make sure they are a good fit for your team.
With so many disciplines involved in marketing, it is not surprising that you may need to supplement your team's skills. Don't let a lack of knowledge stop you from putting together the right strategy for reaching your ideal audience. A combination of having the right people, learning new skills and using marketing agencies to fill the gaps is a great approach.
