Difference Between Centralized and Decentralized Marketing and How to Resolve It
Any marketing department is pressed to continuously communicate the brand image of its organization. In other words, its products and services, its mission and objectives must always stand out so that its trademark or brand, will gain an attention in the market place. However, different organizational structures might mean producing different marketing communication tones in ways that departments are allocated.
A centralized organization is one in which all marketing activities are controlled by one marketing department. Their task is to produce different marketing initiatives so that they can create a unified brand image. 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.
When the organization is centralized and their marketing activities are controlled by a single department then the efforts of other departments at promoting their peculiar products can be undermined and not brought to the table. The decentralized method, on the other hand, can lead to customer confusion if it gets out of control and each marketing unit does things their own way making it impossible to have a unified identity of brand.
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. So if every product and service is communicated to this central decision making framework then the organization will be able to come up with a more holistic message that will be delivered to the market.
All it takes is for companies to understand the different elements in the marketing mix and work them harmoniously together so that your brand will be communicated to the consumers in a unified and holistic way. The message is then brought to the consumer and how to experience the message.
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. The branding efforts of marketers should not be affected by what consumers are doing in social media. It only affords them to be more informed because they now have a first-hand information on how consumers appraise the brand, and helps the company to launch another innovated to retain its image.
Brand marketing software will enable the company to achieve brand control by utilizing an online marketing asset portal where marketing groups can upload and share, and approve on-brand assets with internal and external teams.