Post by account_disabled on Feb 17, 2024 23:16:03 GMT -5
In mid-2020, digital advertising spending fell by 33% and traditional media spending by 39% . It doesn't need both a marketing function and a strategy function. They are as likely to hinder each other as they are to add value. In fact, I fear that the existence of both prevents each from becoming fully tripartite, that is, from fully incorporating customers, competitors, and the company into their decisions. I have no intention of denigrating either function. I love both marketers and strategists!
The disciplines behind both functions have gotten better and better over time. This is a good thing. But the unintended outcome of the growth of disciplines has been a collision between them. The Mobile Phone Number bottom line is that you don't need both functions in modern society. I can only imagine the reaction: it's not possible, Roger. But look at P&G, the world's 15th largest company by market capitalization and the most successful consumer packaged goods company. It has no strategic function. Since the late 1980s, its marketers have expanded vision.
Converging to a single function is bold; but it is neither undoable nor harmful when done. Duplication in corporate training I don't know of any business school in the world that doesn't have separate marketing and strategy departments. Because business schools specialize in being slow to adapt and those disciplines have always been separate and distinct, they remain that way today and will continue to exist.