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Structure vs. Strategy
Enlightenment Series

Challenged to fully integrate your Marketing? It’s likely your Structure, not your Strategy!

EFFECTIVELY CREATING AND EXECUTING A FULLY INTEGRATED MARKETING CAMPAIGN IS A LOFTY GOAL THAT IS OFTEN SIDETRACKED NOT BECAUSE OF THE STRATEGY, BUT AS A RESULT OF POOR ORGANIZATIONAL STRUCTURE. 

In order to create a unified and seamless end user experience, brand leaders must meld all aspects of marketing, including research, advertising, public relations, digital and social media with a mix of tactics, channels, messages and activities so that they all work together as a unified force. The effect of communications strategies that are consistently and cohesively executed across all channels, and are centered on the most potent aspects of audience engagement, is powerful when done well. But it’s challenging to get everyone on the same page because ill-conceived organizational structure can become a large obstacle.

The good news is that org structures are relatively simple to fix (although simple is not the same as easy). Mostly what is required is an open mind and some dedicated focus.

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