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December 11, 2009 / jasonpinto

The Marketing Umbrella

Paul Gillin publishes a blog and newsletter that is a must-read if you are in the field of marketing. In a recent post, he made a statement that will stick with me for quite a while. Here’s what he said:

“In the old days, the marketer’s job was to media-train a few key executives. In the future, the marketer’s job will be to media-train the entire company. This will be enormously empowering for marketers.In the old days, the marketer’s job was to media-train a few key executives. In the future, the marketer’s job will be to media-train the entire company. This will be enormously empowering for marketers.”

Social media has changed the lives and responsibilities of many marketing departments. It is also effecting management and customer service. As traditional medias continue to find ways to become more tightly integrated with channels such as the web and social media, the marketing umbrella will grow to touch nearly all aspects of an organization.

As Paul said, that will be empowering for marketers.

Rather than fearing that the world will be watching a YouTube video from someone in your “computer programming dungeon” office, embrace the fact that people will be able to become more acquainted with your company. There will be an audience that would much rather listen to the programmer speak than to view a slick production put on by the sales team.

Do you truly want your Twitter account to be a resource of information, rather than simply a promotional channel for listing your latest deals and prices? If so, you will need to pull content from other departments in your organization. You may need to grant posting access to people from groups who haven’t previously been part of the public face of your company before.

No doubt, training will be required in cases. There may even be bumps, and the occasional embarrassment.  However, if marketing departments can provide the training, strategy, and organization, your entire company may be able to make a positive contribution to creating awareness and demand.

Photo Credit: http://commons.wikimedia.org/wiki/File:Regnhl%C3%ADf.jpg

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