Dealing with the Complexity of New Media MarketingDealing with the Complexity of New Media Marketing

Traditionally marketers have only a few methods of communicating, but as technology and social media are exponentially growing, so aren’t the amount of vehicles they can use for communication. So as the external marketing environment becomes more complex, so must the internal environment. With so much to handle, there has been the creation of external as well as internal specialists. These specialists focus on different channels (like social media), while others focus on more specific vehicles (such as LinkedIn). With so much going on and so many options to advertise, companies need to learn how the grab hold of the reigns on this complex, and sometimes overwhelming, situation. Traditionally marketers have only a few methods of communicating, but as technology and social media are exponentially growing, so aren’t the amount of vehicles they can use for communication. So as the external marketing environment becomes more complex, so must the internal environment. With so much to handle, there has been the creation of external as well as internal specialists. These specialists focus on different channels (like social media), while others focus on more specific vehicles (such as LinkedIn). With so much going on and so many options to advertise, companies need to learn how the grab hold of the reigns on this complex, and sometimes overwhelming, situation. 

Addressing complexity in a comprehensive way requires a dedicated effort. Here are some tips to manage this complexity within your marketing organization:

  1. You’ll need specialists. You won’t be able to get the skills and knowledge you need from just one person. It is unlikely that you’ll be able to gather the proper knowledge and tools internally, so reaching outside of you company to gain individuals with expertise is highly recommended.
  2. You’ll need somebody in charge who can tie everything together. This will include integrating marketing efforts across channels and communications vehicles, and focusing on the bottom line.
  3. You’ll need clarity throughout the process. You’ll also need to establish roles, and responsibilities not only within the marketing department, but also throughout your company, and with anyone externally who partners with you. Everyone involved will have to accept that roles are changing, and understand their defined role within the process.

 

Addressing complexity in a comprehensive way requires a dedicated effort. Here are some tips to manage this complexity within your marketing organization:

  1. You’ll need specialists. You won’t be able to get the skills and knowledge you need from just one person. It is unlikely that you’ll be able to gather the proper knowledge and tools internally, so reaching outside of you company to gain individuals with expertise is highly recommended.
  2. You’ll need somebody in charge who can tie everything together. This will include integrating marketing efforts across channels and communications vehicles, and focusing on the bottom line.
  3. You’ll need clarity throughout the process. You’ll also need to establish roles, and responsibilities not only within the marketing department, but also throughout your company, and with anyone externally who partners with you. Everyone involved will have to accept that roles are changing, and understand their defined role within the process.

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