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.
A centralized organization is one in which all marketing activities are controlled by one marketing department. Its scope covers producing different marketing initiatives and create a unified brand image. In a decentralized organization however, it gives multiple marketing departments the freedom to promote the products and services to different business units of the 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.
By default, decentralized organizations offer multiple products and services not similar with other product and services that their own company is also producing. This means having their own customers, marketing approaches, initiatives, and pricing strategy that would now vary.
It is important to restructure the crucial marketing approach to find a strategic alignment to occur around the 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 and how to experience it is then brought to the customers.
The rise of social media has been of primary concern to many corporate marketers because this puts the consumers to be in control over the brand than the marketers. However whatever consumers do in social media should not affect the efforts of marketers at branding. 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.