Difference Between Centralized and Decentralized Marketing and How to Resolve It
Marketing departments of organization are pressed to effectively communicate brand image to their consumers. It takes the marketing effort to make their products and services, their mission and objective to stand out so that their brand will get the needed attention in the market place. However with different organization structures, the way their departments are compartmentalized will affect their marketing communication tones.
Take the case of a centralized organization, where there is only one marketing department which controls all marketing activities. This marketing department is able to create a unified brand image because they control the marketing initiative of the company. In a decentralized organization, there are many marketing department that are free to promote their products and services to different business units of an organization.
With a centralized marketing branch, it can be detrimental to the efforts being done by other departments to promote their peculiar products and service line because they do not control the communications or they perhaps they will not be able to bring their inputs to the table. In the decentralized organization, the problem lies in the fact that each department which each of their products are given a free hand to promote their own products which can results in very diversified marketing strategies, confusing consumers because they carry a single brand but with different identities.
Decentralized organizations usually offer multiple products and services which are diversified but are the products of a single company. This means having their own customers, marketing approaches, initiatives, and pricing strategy that would now vary.
To solve the problem, it is very important to restructure the marketing approach of the company such that they will find a strategic alignment around a decision making framework. In other words, as long as the organization communicates its product and services effectively around the decision making framework, there is a greater chance to bring out a holistic message that it wants to communicate to the market.
When the company understands the importance of the various elements of the marketing mix, in other words, its price, product, promotion and place, when this is working harmoniously together, this mixture dictates the brand that the consumer experiences. The message is then brought to the consumer and how to experience the message.
One primary concern of marketers is the rise of social media because they feel that through this platform consumers have taken over brand control than the marketers. But consumers’ effort in social media does not have to impacts marketers’ branding efforts. Behavior of consumers towards your brand should be seen as a positive thing, an important information on how they are taking it and will give you an idea of the next steps to take to bring to a higher level.
With brand marketing software, companies are enable to achieve brand control through a portal they can use to upload and share and approve on-brand assets with internal and external teams.