Marketing Management and Leadership in the 21st Century

Marketing Management and Leadership in the 21st Century

Diplomatic marketing management across the various disciplines and teams in the organisation is critically important. Gone are the days of silo working and mysterious arts of different disciplines keeping their expertise hidden. With the sharing of resources and multi-skilled team players there is nowhere to hide in a successful organisation. The best marketers are now expert communicators, able to talk finance and strategy as competently as they are marketing and communications, branding and advertising.

This leads to managers and influencers viewing 360 degree relationships as a prime goal in their every day working lives. You cannot simply manage downward you need to manage upward and across the organisation. Seeking out potential advocates in other teams both inside and outside the organisation sets up vital allies who can be called upon when there’s a need for additional resources, support in making changes and backing when tough decisions are required.

Distributed leadership, especially when peers and staff outside of marketing are required to help manage and deliver social networking for example, is becoming a popular trend. Call upon the technical teams, sales people and other managers to input to blogs and social media to fully position the organisation as a Social Business. By doing so the effective marketing leader expands both the potential reach of the organisation at the same time as drawing out otherwise unseen technical competence and expertise from the rest of the business.

Everyone needs to be adept in communicating by all media and technologies. The days of leaving social media and web interaction to ‘the young ones in the team’ are gone. You either play or you are out of the game. Within just a few years those who choose not to play or who do not become enagaged and continuously learn will become irrelevant and no matter in which sector, obsolete and forgotten. The effective marketer’s role is to make this very clear to the organisation and then put into place opportunities for everyone to upskill, learn and deploy digital communications. Celebrate difference and do not stifle creativity but don’t accept mediocrity or excuses. Digital communications and social networking is not ‘technical’ or ‘geeky’. It is the way the world communicates. Embrace or lose.

Marketers making the best use of social networking, online communications and digital opportunities are building bridges and connections that will prove fruitful in the coming years. Embracing new and emerging technologies hopefully rather than fearfully will position their organisation for the future rather than relying on outdated marketing models that worked before but that are being quickly overtaken by those more cost effective and real-time.

The one thing that the marketer of the 21st century must not ignore, despite this exciting, evolving digital marketing world, is the essential ingredient of strategy. By using strategic goals, where marketing objectives are intertwined with and support the wider business objectives, the effective marketer has a glue that bonds people, resources and time. It is this ingredient that will remain at the heart of great results, whatever new and emerging technologies become flavour of the day.