Media Week: Marketing as a Culture, Not a Department
Our CEO, Ross Hastings, recently shared a thought-provoking piece with Mediaweek, where he dives into why marketing should be woven into a company’s culture, not just isolated to a single department.
Key takeaways –
1. Marketing’s Transformation: Ross explains that the traditional 4Ps of marketing—product, price, place, and promotion—are evolving. These areas now extend across different departments, demonstrating that marketing must be a company-wide function.
2. Customer-Centricity Equals Marketing: A customer-focused approach isn’t just “good practice”; it’s what modern marketing is all about. Ross notes that while terms like “customer-centricity” are popular, they highlight a shared commitment across the organisation to prioritise customer needs.
3. Brand is Everyone’s Responsibility: Managing brand reputation requires more than one department’s effort. Ross stresses the importance of a united focus where each team member understands their role in maintaining the brand’s reputation and delivering customer value.
4. Challenges of Culture Shift: Ross acknowledges that building a marketing culture doesn’t happen overnight. This shift requires leadership alignment, a unified company mindset, and a readiness to change outdated approaches.
5. A Competitive Advantage: Ultimately, Ross believes that a company-wide approach to marketing can foster innovation, build stronger connections with customers, and set businesses apart in today’s market.
To read Ross’s full article and dive deeper into his insights, head over to Mediaweek.