I have been doing some research on the top marketing trends for 2011. The #2 trend is developing a centralized marketing organization and #4 trend is developing a decentralized marketing organization. This made my laugh at first, but as I learned more about the two trends it became more apparent why these two trends are so high up on the list for 2011. As we know marketing organizations and strategies are in constant motion.
My blog today will discuss the characteristics of these two trends (centralized marketing vs decentralized marketing) along with their positives and negatives.
Centralized Marketing
Characteristics
Centralized decision making
Top hierarchy makes decisions on marketing activities
Strong marketing processes and best practices
Consolidation of marketing content and assets
Complexity of marketing programs
Positives
Consistent brand/messaging
Operational excellence
Standardized marketing programs
Economies of scale (cost effective)
Negatives
Lengthened decisions and approvals
Slow adaptability to market conditions and customers
Decentralized Marketing
Characteristics
Shared decision making
Front-line marketing managers make decisions
Many field marketing groups
Processes specific to region or areas
Closer to customers
Positives
Personalized messaging
Empowered marketers
Creative and flexible
Quick reaction to market and competitors
Negatives
Inconsistent brand/messages
Duplicated efforts (inefficiencies)
No economies of scale
I hope this helps shed some light on these top trends. You might even find your marketing organization somewhere in the middle. Marketing is in constant motion and that is why I love marketing, a marketer is always on his/her toes making things happen.
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