5 core functions in a modern marketing organisation and how to reinvent them (1/5)

Wednesday, January 03, 2024

ADAPT&FLY Blog/Transform/5 core functions in a modern marketing organisation and how to reinvent them (1/5)

1. Corporate Marketing

Corporate marketing roles are focused on promoting the overall image and reputation of a company, rather than specific products or brands. The goal of corporate marketing is to create a positive perception of the company as a whole, and to communicate the company’s values and mission.

Some specific responsibilities that a corporate marketer might have include:

Developing and executing marketing campaigns that promote the company as a whole, such as thought leadership campaigns, corporate social responsibility initiatives, and internal communications. Managing the company’s overall reputation and image, including monitoring the media and online conversations to ensure the company is portrayed positively.

Creating and maintaining a company’s style guide, ensuring consistency across all communications and materials.
Providing guidance and direction to other departments, such as product marketing or brand management, on how to align their efforts with the company’s overall marketing strategy.

Collaborating with other departments, such as public relations, investor relations, and government affairs, to ensure that all communications and actions are consistent with the company’s overall image and reputation. Analysing market trends and identifying opportunities to improve the company’s reputation and image.

Reinventing corporate marketing roles in a fast-changing digital world can be a challenging task. There are a few key points to look at:

Embrace digital marketing: in today’s digital world, it’s important for corporate marketers to have a deep understanding of digital marketing tools and tactics. This includes social media, search engine optimisation, email marketing, and content marketing. By embracing digital marketing, corporate marketers can reach and engage with audiences in new and innovative ways.

Emphasise data and analytics: with the availability of vast amounts of data, corporate marketers need to be able to analyse and interpret data in order to make informed decisions. This includes understanding metrics such as website traffic, social media engagement, and customer behaviour. By using data and analytics, corporate marketers can measure the effectiveness of their campaigns and make adjustments as needed.

Focus on customer experience: with the rise of e-commerce and the increasing importance of customer experience, corporate marketers need to ensure that the company’s digital presence is seamless and easy to navigate. This includes designing an intuitive website, creating personalised content and offers, and providing fast and effective customer support.

Prioritise personalisation: leveraging customer data and insights to create a more personalised experience can help establish a deeper connection with customers. With personalisation, you can target specific audiences and create more relevant, meaningful messages that resonate better.

Embrace a test-and-learn mentality: in a fast-changing digital world, it’s important to be willing to try new things and experiment. This means testing different marketing strategies, tactics, and channels, and then using data and analytics to determine what works and what doesn’t. Corporate marketers should be able to iterate and adapt quickly in order to stay ahead of the curve.

Emphasise on a strong digital brand: in the digital world, having a strong digital brand can be make or break. Corporate marketer’s role becomes crucial in managing the digital brand, which is a representation of the company in the online world. From website design to social media presence, they should be responsible to ensure the company has a consistent, positive online presence.

Ultimately, reinvention of corporate marketing roles in a fast-changing digital world requires a focus on innovation, a willingness to try new things, and a deep understanding of digital marketing tools and tactics. This can help corporate marketers stay ahead of the curve and effectively promote the overall image and reputation of their company.

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by Frédéric Martin

Hi, I'm the author of the ADAPT & FLY System and resources; and a business consultant, coach, and trainer based in Brussels & Paris, acting across Europe.
Get in touch 🇫🇷🇩🇪🇬🇧 Connect on Linkedin

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