M3

The division between strategy & execution is meaningless in a biddable world

The differences between the digital and pre-digital era of advertising aren’t as big as many like to think.

Underlying any marketing campaign, there is still (as there was in the past) a big idea that unifies communication across every channel, a distribution plan, an audience strategy, a measurement strategy, and a set of objectives.

Frontline contact with the consumer is still the foundation of good marketing

Today’s marketer has ever more choices to make, detail to master and technical skills to be on top of, in terms of how they execute their plans.

From the the myriad of clever ways in which you can use use the internet to conduct fast, large-scale quantitative customer research and then sophisticated analytical techniques to cut up the data, through the micro-targeting of online campaigns, to the demand for instant measurement of results, the complexity is mind-boggling.

It’s a far cry from my start in marketing in the early 1990s at a pre-internet P&G.

Organisational structures

The six types of marketing org structure

How should a modern marketing department be structured?

This is a bit of a rhetorical question, partly because there is no one-size-fits-all answer (hang in there, there will be some actual, proper content in this article) and partly because Econsultancy has already made a decent fist of answering this question (but you’ll have to subscribe to download our truly excellent and detailed new report, A Guide to the Modern Marketing Model and Organisational Structures).

M3 wrbinar

The Modern Marketing Model (M3) Webinar

Webinar recording New for June 2018 – Fast Track to Modern Marketing Online. This new online course is based on the Modern Marketing Model (M3) and taught by Founder of Econsultancy Ashley Friedlein. Find out more and book your place.

Modern Marketing Model Econsultancy

The Modern Marketing Model (M3)

The Modern Marketing Model (M3) The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become. 1. […]